Tiffany & Co.: Legendary Style Campaign, Grace Coddington

IMAGES: TIFFANY & CO.

You’ve seen the Legendary Style campaign, styled by none other than Grace Coddington, who’s a legend in her own right. And with Tiffany & Co., she, with 50 years of fashion experience behind her, took on the role of being the American jewellery house’s first independent creative. And her first order of business? Creating a new campaign for Tiffany’s.

And the inspiration behind the campaign? In her own words, ‘Blue is very extraordinary colour, it’s a very positive colour. I always say why do I love New York? It’s because the sky always blue.’ The colour of New York’s sky, the colour of Tiffany & Co., and also the main colour you see in the ad campaign, which stars the likes of Elle Fanning, Lupita Nyong’o and Christy Turlington Burns.

But today’s post isn’t about the campaign, how luminous the personalities look, or even how how beautiful the jewellery is (we’ve already seen all that, no?). Today’s post is this must-watch short BTS film that stars Ms Coddington at her most charming as she plans the shoot from start to finish, complete with her humble, self-deprecating wit that had me transfixed for the good 10 minutes that it ran.

VIDEO: TIFFANY & CO.

She explains why she drops the main product image (a classic in all of Tiffany’s ads), why she wants close-ups of the women and even pushes for Tiffany & Co. to use personalities for the first time, something which they have never done before. Watching her working her magic on the campaign is magical, but hearing her narrate her creative process, now that’s the sparkly sprinkles on the cake. And after you’re done, follow this link to explore the Legendary Style collection for yourself.

Images & Video: Tiffany & Co.

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