Tiffany & Co. unveils its fall 2016 advertising campaign, which celebrates the company’s legendary designs, featuring celebrity talent known for their unique style and point of view. 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 Legendary Style campaign is a collaboration and creative partnership with fashion visionary Grace Coddington. This is her first-ever brand advertising campaign since becoming creative director-at-large for American Vogue. Coddington dedicated nearly 50 years — 28 years at American Vogue with 21 years as creative director — and 20 years at Vogue UK. “ Tiffany—and its famed Blue Box—has always held special meaning for me,” said Coddington, who had a hand in selecting the talent. “ 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.”
The authentic, powerful portraits include Oscar®-winning actress Lupita Nyong’o, actress Elle Fanning, as well as maternal health advocate and model Christy Turlington Burns, and model Natalie Westling wearing Tiffany jewelry and photographed by David Sims. Mirroring the print campaign is a cinematic black and white video series directed by Sims, where each woman shares her interpretation of legendary style. Chosen for being true originals, this talented cast wears iconic Tiffany designs that reflect both their style and identity.
Echoing her strength and vibrancy, Nyong’o wears the Tiffany T Square bracelet—an expression of confidence. Dazzling Tiffany Keys are a symbol of a brilliant future, while Tiffany Victoria® radiates glamour, which Fanning embodies as a young dreamer in the world of endless opportunity. Turlington Burns is a woman of elegance and purpose who finds beauty in simplicity, which she reflects by wearing Elsa Peretti® Diamonds by the Yard® and the new Tiffany T Square bracelets with diamonds, launching fall/winter 2016. The latest iteration of the Tiffany T collection, Tiffany T Two rings also debuts this fall/winter. Worn by Westling, a seeker of freedom in New York City, the bold diamond bands are an icon for a new era.
“ For generations, Tiffany has defined the true meaning of legendary style. 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,” said Caroline Naggiar, chief brand officer, Tiffany & Co. “ Who better than Grace Coddington, a style legend in her own right, to serve as our creative partner.”
Women of substance, sophistication and style have worn Tiffany jewelry throughout the company’s 180-year history. The campaign imagery captures the way in which Tiffany designs transcend time, transforming the wearer and irrevocably changing the way they move through the world. The images will appear in print and video, as well as across digital properties under the hashtag #LegendaryStyle.
Tiffany is the internationally renowned jeweler founded in New York in 1837. Through its subsidiaries, Tiffany & Co. manufactures products and operates TIFFANY & CO. retail stores worldwide, and also engages in direct selling through Internet, catalog and business gift operations. For additional information, please visit Tiffany.com.
TIFFANY & CO. and TIFFANY are trademarks of Tiffany and Company.
Tiffany & Co. presents “Some Style is Legendary,” a short film capturing the making of the fall 2016 campaign – Legendary Style – directed by Oscar®-nominated, and Emmy Award-winning filmmaker R.J. Cutler. Cutler, director of The September Issue, a documentary chronicling the making of the 2007 Vogue fall-fashion issue, once again casts an eye upon the rarely seen side of Vogue’s legendary creative director-at-large, Grace Coddington.Cutler takes viewers behind the scenes as Coddington partners with Tiffany to break new creative ground.
Coddington works in tandem with Toni Lakis, vice president, creative director of global marketing, at Tiffany, to shape the fall campaign, which celebrates the brand’s legendary designs and represents a series of firsts. It is the first time that Tiffany has featured celebrity talent in their advertising, which includes Oscar®-winning actress Lupita Nyong’o, actress Elle Fanning, as well as maternal health advocate and model Christy Turlington Burns, and model Natalie Westling. It is also Coddington’s first-ever campaign following her tenure at Vogue US where she spent 28 years—21 years as creative director—and 20 years at Vogue UK.
Shot over several months, the film opens with sweeping views of the New York City skyline leading into Coddington’s home studio, photo shoots and closed-door meetings documenting the creative process as Tiffany takes a fresh look at its brand imagery. “Blue is a very extraordinary color,” said Coddington. “I always say ‘why do I love New York?’ It’s because the sky is always blue. It’s an extraordinary city because it is old, and also incredibly new. In a funny kind of way, that’s the way you can describe Tiffany.”
“It’s very exciting to watch Grace work. She’s not only been one of the most influential figures in the fashion industry for 50 years, but she is a singular visionary artist,” says Cutler. “We see her formulate her vision and then execute it, working with these beautiful women and the Tiffany jewelry. The film is all about Grace’s process.” Cutler captures Coddington as she selects the cast as well as the iconic Tiffany designs that reflect each individual’s style and identity.
“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,” says Coddington. The title of the film “Some Style is Legendary” shares the campaign tagline, which symbolizes the timeless appeal of Tiffany’s jewelry worn by women for whom Tiffany is a powerful means of self-expression. The film offers a glimpse of Coddington’s expert editorial eye, giving insight into the creation of these authentic and powerful portraits.
“There aren’t many people who after scaling great heights in their careers decide to take on new challenges, change it up, and do all sorts of new things. Grace is one of those people, and here was an opportunity to tell that story in the environment of this revered, iconic American brand,” says Cutler.
Tiffany is the internationally renowned jeweler founded in New York in 1837. Through its subsidiaries, Tiffany & Co. manufactures products and operates TIFFANY & CO. retail stores worldwide, and also engages in direct selling through Internet, catalog and business gift operations. For additional information, please visit Tiffany.com.
Tiffany & Co. is exclusively available at Tiffany & Co. Rustan’s Ayala Center, Makati City and Rustan’s Shangri-la. For more information, please call Dina Tantoco (+63) 895.7140 or email atdatantoco@rustans.com.ph.
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