Grace Coddington, who served as creative director of Vogue for nearly three decades, will direct Tiffany’s fall ad campaign as part of a new collaboration between the two.

New York--She’s been known for decades for her work alongside Anna Wintour, and now Grace Coddington will put her creative flair into Tiffany & Co.’s fall ad campaign.

Tiffany has announced a collaboration and creative partnership with the style visionary who has worked as Vogue’s creative director for nearly 30 years.

As creative partner, Coddington will direct her first brand advertising campaign, Tiffany’s Legendary Style, which will feature several iconic Tiffany collections. The campaign will begin appearing in magazines in September and continue through the holiday season, and will run across the retailer’s digital and social media channels as well, a Tiffany spokesman told National Jeweler.

Coddington stepped away from the role of creative director for Vogue in January to become the creative director at-large, a switch that allowed her to take on other projects, such as working with Japanese fashion label Comme Comme des Garçons to launch a signature perfume.

“Tiffany, and its famed Blue Box, has always held special meaning for me,” Coddington said. “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. Each perfectly reflects, in her own way, Tiffany’s most iconic collections.”

The addition of Coddington is the latest in a series of developments for Tiffany, including the news earlier this month that it will sell a selection of T collection jewelry on e-commerce site Net-a-Porter.

The retailer is in need of a boost, as comps and sales have lagged in the United States for a while now.

Tiffany most recently reported that same-store fourth quarter sales were down 8 percent in the Americas while total sales in the region declined by 6 percent.

In the fiscal full year, comparable store sales and total sales in the Americas fell 4 percent and 2 percent, respectively.

|Subscribe >
National Jeweler

Fine Jewelry Industry News

Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.