By Kien Lee
Tiffany & Co.'s first collaboration with fashion visionary Grace Coddington sees a focus on its legendary designs featuring celebrity talent known for their unique style and point of view.
The newly-released campaign for the Fall 2016 season, with the tagline 'Some Style is Legendary' captures the timeless appeal of Tiffany's iconic jewelry worn by women for whom Tiffany is a powerful means of self-expression.
The collections brought to the forefront include the Tiffany T, Tiffany Keys, Tiffany Victoria®, and Elsa Peretti® Diamonds by the Yard®
This is Coddington's first ever brand advertising campaign, having spent nearly 50 years at Vogue magazine, with 28 years at American Vogue out of which 21 years was as creative director, as well as 20 years at Vogue UK.
Tiffany — and its famed Blue Box — has always held special meaning for me,"
"To me this is not just an ad campaign, but an opportunity to portray a legendary house of luxury through modern portraits of uniquely talented subjects." she adds.
The celebrities were handpicked by Coddington herself, and the portraits of Oscar®-winning actress Lupita Nyong'o, actress Elle Fanning, Christy Turlington Burns, and model Natalie Westling feature each wearing Tiffany jewellery designs that reflect their style and identity, photographed by David Sims.
For our latest campaign, we set out to find the best creative talents both behind and in front of the camera, to present our iconic collections," explains Caroline Naggiar, chief brand officer, Tiffany & Co.Paired alongside each portrait is a cinematic black and white video series directed by Sims, in which each woman shares her interpretation of legendary style.
The Tiffany T Square bracelet is seen on Nyong'o — her strength and vibrancy matched confidently to a T.
The Tiffany Keys and Tiffany Victoria® are seen on Fanning, unlocking the glamour that the young actress embodies.
For generations, Tiffany has defined the true meaning of legendary style.
The creative direction of the new Tiffany campaign turns the focus back on women of substance, sophistication and style — the core customers who have adorned Tiffany jewelry throughout the company's 180-year history.
Tiffany designs transcend time, transforming the wearer and irrevocably changing the way they move through the world.
