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While Tiffany & Co. has been creating the Vince Lombardi Trophy for the champions of the Super Bowl for the past 50 years, the brand has never before been featured in any of the game’s commercials. Last weekend, that changed.
We all got a little taste of Tiffany & Co.’s new collection, Tiffany HardWear, in a 60-second video that aired during Super Bowl LI on halftime star Lady Gaga. The video was shot by David Sims and created in part by Grace Coddington, alongside the in-house team. The Legendary Style campaign is strategically set out to celebrate confident, beautiful, and substantial women’s intellect and authenticity—with Gaga candidly speaking about her admiration for the brand.
“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 Gaga. “To me, Tiffany represents timeless American jewelry.”
The new collection features 18k gold and sterling silver pieces, and was inspired by a unisex bracelet from 1971 in the Tiffany Archives. Building on this design to include earrings, rings, necklaces, and pendants, Tiffany HardWear is elegant and strong—embodying and reflecting the spirit of the women who wear it. There are bold circles, fluid chains, and flexible features for all types of powerful women.
“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.”
To further celebrate the new collection, which is available in late April, guests gathered at The Standard in New York’s east village for a night of champagne and try-ons on February 7. With jewels on, and in the company of female talent like Olivia Wilde, Chritina Ricci, Karolina Kurkova, and Kate Mara, women (and men!) of all shapes and sizes were able to observe their strong characters, and honor others with Legendary Style.