Tiffany & Co. announced that Lady Gaga will represent the Brand in it’s latest Legendary Style Campaign, launching a new fashion jewelry collection, Tiffany HardWear. The campaign will premiere 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 is seen in the film speaking from the heart of her lifelong passion for the Tiffany Brand and very importantly about her own creative journey towards self-expression and empowerment. She is quoted as saying, “In New York, you’re born knowing that Tiffany is the best and 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 the bold 18K gold and sterling silver pieces, Tiffany HardWear is a study in purity of design. Inspired by a unisex bracelet from 1971 in the Tiffany Archives. Collection will include earrings, rings, necklaces and pendants. Urban and elegant, Tiffany HardWear is as strong s the woman who wears it.
All of the subjects of the Legendary Style campaign have been women of confidence, beauty and substance, chosen for their intelligence and authenticity. All true originals that make their own rules and Lady Gaga personifies these ideals.
Grace Coddington, former Vogue Creative Director and Lady Gaga
The campaign was created by Tiffany’s in-house team in partnership with Grace Coddington. The 60-second film will be available Super Bowl Sunday on Tiffany.com and will be picked up across all print and digital channels this Spring. The kick-off for the media will be during NYFW and the HardWear Collection will be available for purchase on Tiffany.com beginning May 2 and in-store worldwide on April 28.
While Tiffany has handcrafted the infamous Vince Lombardi trophy for the Super Bowl champion for each of the 50 years, the Brand has never been featured in a Super Bowl ad. (see sneak preview below)