Nice Ads: Celebrities star in a Tiffany & Co. campaign for the first time

The new campaign, helmed by Grace Coddington, marks a major turning point for the storied New York brand

It's no secret that the fashion market is becoming younger, faster and more connected. Amidst a swarm of other American brands facing similar difficulties, New York jeweler Tiffany & Co. has suffered a dip in sales over the past couple of years due to economic instability. So, in an attempt to add a little luster to its marketing strategy, the brand welcomed the artistic hand of Vogue’s Creative Director, Grace Coddington.

Adopting the role of "innovator," Coddington was tasked with heading the brand’s Fall 2016 campaign, and the outcome is a series of celebrity faced ads spurred toward millennials (a somewhat surprising choice, given Coddington's famous aversion toward working with celebrities). Set against the signature turquoise color scheme and clean-cut layout, the new ads star Natalie Westling, Christy Turlington, Lupita Nyong’o and V102 cover girl Elle Fanning—making this the first of the brand's campaigns to feature celebrities.

Though changes to their approach are subtle, the Fall ’16 ads mark a pivotal moment in the jeweler’s advertising history. Tiffany & Co. are now proudly associating themselves with the world’s most popular, hyper-connected models and actresses in an attempt to capture the hearts—and pockets—of millennials.

View the Tiffany Fall 2016 Ads below.

Originally published in V Magazine