Grace Coddington Reinvents Tiffany & Co.

With a new ad campaign that seeks to push the brand in a new direction

Grace Coddington Tiffany & Co

Words by Hayley Reynolds
July 27th, 2016

Having just been named as a creative partner of Tiffany & Co. back in April, fashion maverick Grace Coddington has turned her hand to advertising for the brand’s Fall 2016 campaign. This is Coddington’s first ever ad campaign after nearly 50 years in the industry as Creative Director-at-Large for American Vogue and previously as Photo Editor at British Vogue. The mogul stepped down from her famous role back in January 2016.

Tiffany & Co.’s latest campaign is called Legendary Style which is fitting as Grace is known for her unique sense of dressing. It celebrates the company’s past campaigns while still moving forward in a new direction for the brand. Grace wanted to change the usual black and white adverts by incorporating colour in the form of the iconic eggshell blue in each background. “I thought what was essential was to keep the blue, which was kind of a lovely blue anyway,” said Coddington, whose vision for the brand was quite clear of what she wanted from the beginning. The tagline “Some style is legendary” captures the appeal of Tiffany’s timeless jewellery worn by women who ooze self-expression and individuality.

Grace Coddington Tiffany & Co
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For the first time in Tiffany & Co.’s history, the advertising campaigns featured celebrities wearing the collection. In an attempt to appeal to a broader audience, Coddington selected a few familiar faces such as actresses Lupita Nyong’o and Elle Fanning and models Christy Turlington and Natalie Westling for the portraits. Photographed by David Sims, each woman gave their own interpretation of legendary style.

Lupita is seen wearing the Tiffany T square bracelet and ring while Natalie wears the Tiffany T two rings. Known as the edgier label of the brand, Tiffany T is a more minimalist approach to the classic Tiffany jewels. While Elle is draped in a glamorous old Hollywood style diamond necklace, Turlington wears the lightweight Elsa Peretti Diamonds by the Yard which still gives off a touch of that original Tiffany & Co. vibe that we know and love. Although it seems that Tiffany & Co. is looking for a quick revamp with their latest Tiffany T collection, they still have their most timeless pieces to offer.

Grace Coddington Tiffany & Co
Grace Coddington Tiffany & Co

With over a 180 years of history behind them, Tiffany & Co. has been worn by women of substance and sophistication. From Audrey Hepburn to Rachel Green, the little blue box has come a long way and now with Grace Coddington by their side, the brand is sure to get some much needed TLC and direction.

The Fall/Winter 2016 collection will be available in Tiffany & Co. retailers worldwide from September 2016. Meanwhile you can shop the current collection online at www.tiffany.com.