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Tiffany & Co. New HardWear Collection with Lady Gaga
April 21, 2017 3:00 PM
Last year, TWELV introduced the new Tiffany & Co. “Legendary Style” series. The campaign series began in Fall 2016, and featured Oscar-winning actress Lupita Nyong’o and actress Elle Fanning, alongside models Christy Turlington Burns and Natalie Westling.
For its latest fashion jewelry collection “Tiffany HardWear.” Tiffany & Co. released a print advertisement and a short film, starring the one and only Lady Gaga. You may have already seen the premiere of the campaign during the Super Bowl, but now we have the second act. Black and white images of Lady Gaga are composed side-by-side with color portraits against the iconic Tiffany Blue backdrop.
The complementary black and white film opens with a close-up of Lady Gaga playing a harmonica, eyes closed. It continues in a succession of shots of the star talking about the brand, which she defines as remaining “definitive and iconic, yet [continuing] to push and evolve with the times.” Gaga goes on to discuss how the jewelry serves as a representation of self, saying, “I always wanted to be challenging the status-quo. I love to change, it makes me feel alive. I’m too strange, I’m too different, I’m too out-there, I’m too artistic. Oh, it’s pretentious to talk about, you know, how creative you are. I don’t feel that way at all. I think it’s empowering and important.” She then finishes her monologue with a smile and a warning, “I’m coming for you.”
Together, the print and the film cast a classic atmosphere with a certain je-ne-sais-quoi of charm. As Gaga describes it, “We created something that was classic, but that still had a little bit of an edge.” The Tiffany HardWear collection includes a graduated link necklace, triple drop earrings, and a wrap bracelet in 18k gold. The Legendary Style campaigns imagine a new image for confident, intelligent, and elegant women. Inspired by the city of New York, Tiffany & Co. hopes to create jewelry for original and strong women– values that Lady Gaga symbolizes very well. “It is a misconception that a man, or your lover, has to buy you jewelry. I think a woman can buy herself jewelry and put it on with dignity,” voices the empowering artist in the promotional film.
The Tiffany HardWear Collection will be available in-store worldwide on April 28th and online at Tiffany.com, beginning May 2nd. In the meantime, the campaign can be viewed on the Tiffany & Co. Youtube channel, and exclusive, behind-the-scenes footage of the campaign is available at Tiffany & Co.
WRITTEN BY LOUISE GUILLOT
EDITED BY HOLLIS DE LANEY
VIDEO&PHOTO CREDIT: Tiffany & Co.
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