Lupita Nyong'o and Elle Fanning front Tiffany & Co.'s first star campaign

Lupita Nyong'o and Elle Fanning have been named as the faces of jewelry brand Tiffany & Co.'s first ever celebrity campaign.

Tiffany & Co. executives have never used celebrities in any of their advertising campaigns in its 179-year history, but that has now changed thanks to former Vogue creative director Grace Coddington, who became the brand's creative partner in April (16).

She has handpicked actresses Lupita, Elle and models Christy Turlington and Natalie Westling to star in the new 'Legendary Style' advertising campaign.

All the stars pose in front of Tiffany's signature robin's egg blue background for portraits shot by photographer David Sims. The portraits are framed in a thick wide border, which features the brand name and the tag line "Some style is legendary", a stark contract from Tiffany's usual black-and-white New York-based shots.

Lupita, who poses with a gold bracelet, shared her campaign advert on Instagram and wrote, "Me and @TiffanyAndCo! Unforgettable to work with @TheRealGraceCoddington on this new campaign! #legendarystyle."

Elle, who wears a sparkling necklace, also shared a snap and wrote, "Proud to share my @tiffanyandco collaboration for the #legendarystyle campaign with creative partner @therealgracecoddington."

Grace has been working with global marketing creative director Toni Lakis to reshape the brand's image and the campaign will run in print from September (16) and in digital formats. A short film directed by R.J. Cutler, the man behind Vogue documentary The September Issue, will be released revealing the process behind the advertising campaign.

Grace has been known to shy away from using celebrities for campaigns but she told Business of Fashion she cast people "who are beyond the average celebrity... They have to have more to them.”

12 Years a Slave actress Lupita is also the face of beauty brand Lancome, while Elle has modeling for Marc Jacobs. Both have also appeared in campaigns for fashion house Miu Miu.