Tiffany has long been a staple in the luxury jewelry industry with classic engagement rings and “Breakfast at Tiffany’s” as a large part of the brand’s history.

Yet, even legacy brands can be subject to a difficult luxury market, and Tiffany has recently reported falling profits and stock prices.

Tiffany is responding to the trouble with a brand new fall campaign and a younger, more modern look. Hoping to attract younger buyers, Tiffany & Co. has enlisted Grace Coddington to help reimagine the brand and its campaigns.

One of Coddington’s first moves was to cast Lupita Nyong’o and Elle Fanning in the campaign, which is the first time the company has used celebrities instead of just models in a Tiffany & Co. campaign.

The aesthetic has changed a bit, too, with the women being posed in studio rather than on the streets of New York with a focus on close-ups of the jewelry as they’re worn instead of the traditional still-life imagery the brand has been known for.

Interested shoppers can look forward to the relaunch of Tiffany’s “Love” collection with the slogan “#lovenotlike” and a line from designer Reed Krakoff.