In a continuation of its Legendary Style campaign with Lady Gaga, which premiered in the U.S. at Super Bowl LI, Tiffany & Co. today unveiled print advertising and a short film featuring the star, showcasing the House’s new fashion jewelry collection, Tiffany HardWear.
The stunning advertisements feature classic black and white images of Lady Gaga alongside color portraits of her against the iconic Tiffany Blue® backdrop. The corresponding film features Lady Gaga speaking—unscripted—about her lifelong passion for the brand, and more importantly, about her own creative journey towards self-expression and empowerment. The campaign highlights the Tiffany HardWear graduated link necklace, triple drop earrings and wrap bracelet in 18k gold.
“I love Tiffany HardWear because it’s different and elegant—but it’s not what you would expect of elegance. That’s like me I think—I’m a bit different,” said Lady Gaga. “To me, Tiffany is definitive and iconic, yet continues to push and evolve with the times.”
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.
“Lady Gaga is a true New Yorker and style icon who is fiercely feminine and fearlessly authentic – with a genuine and lifelong affinity for Tiffany – and the feeling is mutual,” said Caroline Naggiar, chief brand officer of Tiffany & Co. “An important artist in pursuit of originality and creativity, Gaga personifies our new fashion jewelry collection, Tiffany HardWear.”
The new Tiffany HardWear collection presented 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 an archival unisex bracelet designed in 1971, Tiffany HardWear builds on this design to include earrings, rings, necklaces and pendants. Urban and elegant, it is as strong as the woman who wears it.
The Tiffany HardWear Collection will be available on Tiffany.com beginning May 2 and in-store worldwide on April 28. Both the print campaign and film will appear across print and digital channels throughout the Spring.
Starting April 5, exclusive behind-the-scenes footage of the campaign will be available to view on www.tiffany.com/collections/tiffany-hardwear/explore
To view the campaign, go to www.YouTube.com/OfficialTiffanyandCo
Founded in New York in 1837, Tiffany & Co. is the world’s premier jeweler and America’s house of design. An iconic brand with a rich and storied heritage, Tiffany is a global manufacturer and retailer of jewelry and luxury accessories. The company operates more than 300 TIFFANY & CO. stores in 28 countries. Please visit us at Tiffany.com.