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Tiffany Captures Grace Coddington’s Work in Short Film
It follows the process of the former Vogue creative director as she worked to pull together the company’s first celebrity ad campaign.
This still from the “Some Style is Legendary” short film shows Tiffany Vice President and Global Creative Director Toni Lakis (right) with Grace Coddington as she picks out product to appear in the campaign.
New York--This isn’t Grace Coddington’s first time appearing on screen.
When the documentary The September Issue came out in 2009, it captured the attention of many for offering a behind-the-scenes look at Vogue, the publication long known as the fashion bible.
But it wasn’t only the look at Vogue Editor-in-Chief Anna Wintour that intrigued people; it was also the work of her second-in-command, so to speak--Creative Director Grace Coddington, who helped create some of the magazine’s most iconic images.
And now, the same filmmaker behind The September Issue, Oscar-nominated, Emmy-winning, R.J. Cutler, has captured Coddington on film again.
Earlier this year, Tiffany & Co. snagged the style visionary as its creative partner, putting her in the role of directing her first brand advertising campaign, Tiffany’s “Legendary Style.”
In her first independent creative role post-Vogue, Coddington styled actresses Lupita Nyong’o and Elle Fanning, and models Christy Turlington Burns and Natalie Westling in the brand’s fall designs. Her creative process was captured and turned into the Some Style Is Legendary short film about the making of the campaign.
“Blue is a very extraordinary color. It’s a very positive color. I always say, ‘Why do I love New York? It’s because the sky is always blue,’” Coddington says in the opening line of the clip.
The film follows her from development of the idea to casting of the models, product selection, shooting the ads and much more.
Coddington chose to make the campaign very modern, depicting each model in both black-and-white and color portraits, with close-up shots of the jewelry.
“I want you to look at the picture and say, ‘Gosh I love these pictures. They’re really strong. Tiffany’s has really taken a step, and it’s brave and it’s really exceptional.’ I wanted something that when you flick through the pages of a magazine, it’ll stop you,” she says in the film about the images.
The “Legendary Style” campaign started appearing in magazines in September and will continue through the holiday season, and will run across the retailer’s digital and social media channels as well.
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