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Tiffany & Co. recently released its new autumn/winter advertising campaign starring six personalities. The campaign is chief artistic officer Reed Krakoff's first major creative project for the American jeweller. He said: “Tiffany has always stood for the ideals of creativity, passion and optimism. These portraits epitomise individuality, embracing the natural beauty and unique style of each talent.” 

The talents featured include actresses Janelle Monae, Zoe Kravitz and Elle Fanning, musician St. Vincent, fashion model Cameron Russell and classical ballet dancer David Hallberg. As they all come from diverse disciplines, "each [were] chosen for their singular style, personal strength and imaginative vision". Though the same collection is worn by different personalities, their sense of individuality shines through.

Here's an exclusive peek behind-the-scenes of St. Vincent (also known as Annie Clark) being shot by fashion photographers Inez & Vinoodh. 

(Related: Tiffany & Co.’s Spring HardWear Collection Gets Edgy with Lady Gaga)

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St Vincent is exemplary of young audience Tiffany is hoping to reach out to. She has a strong personality, an eclectic style,  and is someone who doesn't necessarily follow mainstream trends—an image that the jeweller wants to reinforce through this campaign. "My personal ethos with jewellery is that it always has to mean something to me. Either someone gave it to me and it means something special, or it reminds me of a place. It has to be meaningful and not just decorative," says the 34-year-old.

Watch the making of video below:

Tags: Tiffany & Co., Campaign, Annie Clark, St Vincent, Autumn/winter, Jewellery