If you checked out the September cover of Elle Germany and thought, “Wow, that looks remarkably like a jewelry ad,” that’s because it is.

Commenters at The Fashion Spot were quick to point out that, while it’s certainly a glowing photo of Sasha Pivovarova, it was also an ad for Tiffany & Co – in 2008. Mags recycling editorials and covers isn’t uncommon, but that Elle Germany used a photo from an ad campaign is rather surprising, especially one over four years old.

We reached out to Tiffany & Co, who confirmed that the image is indeed originally from a 2008 campaign, and a rep tells us that both Tiffany’s and the photographer Michael Thompson gave Elle Germany permission to re-use the photo for its September issue. If September truly is the January of fashion, the all-important issue that sets the tone for the season, is Elle Germany’s recycled cover sending the recession-friendly message that maybe we don’t always need something new?

What say you, readers?