TIFFANY & CO. PRESENTS « SOME STYLE IS LEGENDARY
MAKING-OF THE FALL 2016 « LEGENDARY STYLE » CAMPAIGN
Director R.J Cutler followed Grace Coddington behind the scenes of her first campaign for Tiffany & Co.
Tiffany & Co. presents « Some Style is Legendary », a short film revealing the making-of of the Fall 2016 -LegendaryStyle- campaign directed by Oscar®-nominated and Emmy Award-winning filmmaker R.J. Cutler, who also directed » The September Issue « , a documentary following the creation of a September issue of US Vogue. After revealing Vogue’s secrets with legendary art director Grace Coddington, Cutler takes viewers behind the scenes of the new collaboration between Maison Tiffany and Grace Coddington. 
Illustration by Grace Coddington
Grace Coddington worked in tandem with Toni Lakis, Tiffany’s International Marketing Creative Director, to shape the new Autumn campaign, which celebrates the brand’s legendary jewels and symbolizes a series of first times. Indeed, this is the first time Tiffany has featured celebrities in its ads, including Oscar-winning actress Lupita Nyong’o and Elle Fanning, as well as committed model Christy Turlington Burns, and model Natalie Westling. This is also Grace Coddington’s first campaign since leaving Vogue US, where she spent 28 years, including 21 as Creative Director, and 20 years at Vogue UK.
Filmed at different times of the year, the film opens with a sweep across the New York skyline to Grace Coddington’s studio. Photoshoots and closed-door meetings punctuate the process of creating this new image of Tiffany. « Blue is an extraordinary color, » says Grace Coddington. « I’ve always said, ‘Why do I love New York so much?’ It’s because the sky is always blue. It’s an incredible city because it’s old but also full of modernity. Just like the House of Tiffany. »
« It’s really exciting to look at Grace’s work. Not only has she been one of the most influential figures in the fashion industry for 50 years, she’s also a singular, visionary artist, » says Cutler. « We see her develop her vision and then implement it, working with beautiful women and iconic jewelry. The film is mostly about Grace’s creative process. » Cutler followed Grace Coddington in the selection of models as well as in the selection of Tiffany jewelry that reflects each style and identity.
« For me it’s not just an advertising campaign, but an opportunity to illustrate a legendary Maison de Luxe through modern, unique portraits, » Grace points out. The film’s title « Some Style is Legendary » shares the campaign’s slogan, a timeless symbol of the appeal of Tiffany jewelry to women.
« There aren’t many people who, after achieving a certain recognition in their career, decide to face a new challenge, move up a gear, and do new things. Grace is one of those people, and the opportunity presented itself to tell this story, in the environment of this iconic American brand » says Cutler.