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Tiffany & Co. unveiled its new fall 2016 campaign a few days ago, and for the first time in the brand history it features famous faces : Oscar®-winning actress Lupita Nyong’o and young actress Elle Fanning, as well as models Christy Turlington Burns and Natalie Westling. This was also a first for Grace Coddington who partnered with Tiffany & Co. for her debut in a brand advertising campaign after stepping down from her position of Creative Director of American Vogue. “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.” said Coddington to BOF, which explain the choice of Lupita Nyong’o and Elle Fanning as the faces of the campaign. Photographed by David Sims, these powerful portraits shows elegant and confident women whose beauty is lightening under the shine of Tiffany & Co. iconic jewelry.
Lupita Nyong’o, Mexi-Kenyan actress who is in no need anymore to be introduced after she was made worldwide famous by historical drama 12 Years a Slave for which she won the Academy Award for Best Supporting Actress, and Elle Fanning who despite her young age of 18, has already a quite long list of awards nominations for her movies such as Somewhere, Super 8 or Maleficent. Together they represent a new generation of powerful yet feminine women, in a world where those two adjectives are not seen as antagonistic anymore. They are young, they are fierce, they are chic and they are glamorous, they are thus a perfect match for Tiffany & Co. who is looking to reshape its image to be more fashionable and appealing to a younger consumer, mission given in 2011 to chief executive Frederic Cumenal.
This campaign is set to prove that Tiffany & Co. 180-year history only make the brand stronger to transcend time and space, and propose timeless chic to all the new generation from all around the world who will have fun on social media using the hashtag #LegendaryStyle, as well as Tiffany & Co. eternal customers who will enjoy more of their all-time favorite brand’s products, because as the campaign tagline say : «Some style is Legendary».
WRITTEN BY LOUISE GUILLOT
EDITED BY SUSAN SCHELL
PHOTO CREDIT: Tiffany & Co.