Style / Jewellery

Tiffany & Co. Jewellery: Lady Gaga stars in the new campaign for the Tiffany HardWear collection

The luxury jeweller and Mother Monster team up for the new Legendary Style campaign

Feb 01, 2017 | By Vimi Haridasan

Lady Gaga is set to take the stage at the upcoming Super Bowl half-time show on Sunday and we know that it will be nothing short of entertaining. The line-up and wardrobe are being kept a secret for now but there is another Gaga X Super Bowl related news that has been released. The award winning singer, songwriter and actress will also be starring in what is set to be Tiffany & Co.’s first advertising campaign that will be shown at the sporting event.

As the face of the iconic brand’s Legendary Style campaign, the vocal powerhouse will appear in a minute long film that will launch the new fashion jewellery collection called Tiffany HardWear. Known for the fearless and fierce approach to life, the New Yorker seems like the ideal choice for Tiffany & Co. who is famous for its store in the Big Apple. Previous muses who have fronted the campaign, such as Lupita Nyong’oElle Fanning, Christy Turlington and Natalie Westling were chosen for their confidence, beauty and originality.

The film, which is a collaborative effort of Grace Coddington, David Sims and the Tiffany & Co. in-house team, showcases the pieces that will make up the HardWear collection. Clean lines and unisex designs are seen in bold 18 Karat gold and sterling silver. From earrings, rings, necklaces and pendants, the accessories are set to reflect the strength of the individual who wears it.

“For more than 180 years, the world’s chicest women have chosen Tiffany jewellery 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 made available for pre-order on February 5 before being made available in-stores worldwide on April 28.