Tiffany & Co. has collaborated with Lady Gaga who will represent the Brand in its latest Legendary Style campaign, launching a new fashion jewelry collection, Tiffany HardWear. The campaign premiered in a 60-second film to air during Super Bowl LI on Sunday, February 5, a first for the Brand.
Lady Gaga, a true New Yorker and style icon who is fiercely feminine and fearlessly original, is seen in the film
speaking from the heart—unscripted—about her lifelong passion for the Brand, and more importantly, about
her own creative journey towards self-expression and empowerment.
The subjects of the Legendary Style campaigns are women of confidence, beauty and substance, chosen for their
intelligence and authenticity. Whether they are actors or artists, models or musicians, they are true originals and
make their own rules—and Lady Gaga personifies these ideals.
“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
a study in the purity of design. Inspired by a unisex bracelet from 1971 in the Tiffany Archives, Tiffany HardWear
builds on this design to include earrings, rings, necklaces and pendants. Urban and elegant, Tiffany Hardwear is
as strong as the woman who wears it.
“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 campaign was creative directed by Tiffany’s in-house team in partnership with Grace Coddington, and shot
by David Sims. The 60-second film will be available Super Bowl Sunday on Tiffany.com, and campaign images will
appear across print and digital channels throughout the spring. 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.