By Melissa Koh
For the upcoming finale to the American Football season, Super Bowl will see Tiffany & Co. today unveiling Lady Gaga as the face of its latest Legendary Style campaign.
The pop diva will showcase a new fashion jewelry collection, Tiffany HardWear in a 60-second film set on Sunday, February 5, a first for the American jeweller. The campaign was creative directed by Tiffany's in-house team in partnership with Grace Coddington, and shot by David Sims.
While Tiffany has handcrafted the Vince Lombardi Trophy for the Super Bowl champion for each of the past 50 years, it had never before positioned itself in a Super Bowl advertisement.
In the video, the native New Yorker and style icon speaks about her lifelong passion for Tiffany, 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.
Inspired by a unisex bracelet from 1971 in the Tiffany Archives, Tiffany HardWear includes earrings, rings, necklaces and pendants in bold 18k gold and sterling silver.
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 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.