You've probably been wondering what Grace Coddington has been getting up to since transitioning in January from creative director of Vogue to creative director at-large, a move that freed her up to work on external projects. After taking a turn into building her personal brand and launching a rose fragrance with Comme des Garçons, Coddington has linked up with Tiffany & Co. as its new "creative partner."
A rep for the jewelry brand confirmed the collaboration on Thursday morning, noting that Coddington has been working on its fall advertising campaign, which will feature "several iconic Tiffany collections."
For Tiffany, affiliation with someone so influential and well-respected within the fashion industry isn't a bad idea; the company could use a boost right now. During fiscal 2015, Tiffany & Co.'s comparable sales (those coming from stores that have been open for at least a full year) in the Americas decreased 4 percent; in the fourth quarter, they were 8 percent lower than they were the year prior. Globally, sales rose 2 percent to $4.1 billion during 2015 but declined by 5 percent in the fourth quarter, thanks to a weaker performance in the Americas and Asia-Pacific.
Will the fashion world buzz generated by Coddington's hire trickle down into consumer hype? Maybe. The odds would certainly be better if Tiffany also recruited a Gigi or a Kendall for that forthcoming fall campaign, though.