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Tiffany & Co. introduces Lady Gaga HardWear campaign

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 jewellery collection, Tiffany HardWear.

The stunning advertisements feature classic black and white images of Lady Gaga alongside colour portraits of her against the iconic Tiffany Blue® backdrop.

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 jewellery collection, Tiffany HardWear.

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.

“To me, Tiffany is definitive and iconic, yet continues to push and evolve with the times.”

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.

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.

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