Tiffany recently launched an entirely new collection for men, and they're keeping the celebrations going by tapping some famous names to model its newest jewels. (The brand threw a party this month in L.A. to fête the launch.) One of them is A$AP Ferg, who last year became the first rapper to ever work with the luxury jeweler.

In addition to Ferg, Jeff Goldblum, Justin Theroux, and Victor Cruz all star in a series of portraits taken by the Bronx-born renowned photographer Renell Medrano. Each of the subjects wear several pieces from the Reed Krakoff-designed collection, which in addition to jewels also includes games, barware, and home objects.

When asked for his favorite piece, the rapper tells PAPER that he loves them all, particularly the bracelets and rings. He also says of collaborator and close friend Medrano: "She is an amazing photographer with a unique eye and perspective. I've always admired her art and feel she is one of the best photographers of our generation."

Ferg adds that his jewelry style is versatile and likes to dress them up or down with different outfits and looks. "It wouldn't matter if I was suited up or in a band tee," he says.

See below for the rest of the portraits of Goldblum, Cruz, and Theroux shot by Medrano, and check out the Tiffany site for the entire men's collection, which is available now.

Photos courtesy of Tiffany

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