Lady Gaga has been announced as the star of the Brand in its latest Legendary Style campaign, launching a new fashion jewelry collection, Tiffany & Co. HardWear. The campaign was creative directed by Tiffany’s in-house team in partnership with Grace Coddington, and shot by David Sims and will premiere in a 60-second film to air during Super Bowl LI on February 5, a first for the brand.
The film sees Lady Gaga speaking from the heart—unscripted—about her lifelong passion for Tiffany & Co., and more importantly, about her own creative journey towards self-expression and empowerment.
“In New York, you’re born knowing that Tiffany is the best, and that it is where the magic happens. The Brand is definitive and iconic, yet continues to push and evolve with the times,” said Lady Gaga. “To me, Tiffany represents timeless American jewelry.”
The new Tiffany HardWear collection featured in the campaign embodies the strength and spirit of the modern woman, imbued with the soul of New York. With its bold 18k gold and sterling silver pieces, Tiffany HardWear is inspired by a unisex bracelet from 1971 in the Tiffany Archives, Tiffany HardWear builds on this design to include earrings, rings, necklaces and pendants.
“For more than 180 years, the world’s chicest women have chosen Tiffany jewelry as a powerful expression of who they are,” said Caroline Naggiar, chief brand officer of Tiffany & Co. “This campaign celebrates Tiffany’s rich legacy and the modernity of Tiffany style. Lady Gaga, and her originality, creativity and courage, reflects the spirit of this collection.”
The Tiffany HardWear Collection will be available on Tiffany.com beginning May 2 and in-store worldwide on April 28, with limited and exclusive pre-orders available beginning February 5.