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.

 

related posts

Just Cavalli F/W2017 Collection

In releasing its latest campaign, Just Cavalli has teamed up with...

July 24, 2017 2:00 PM  |  Fashion

René Caovilla F/W2017 COLLECTION

Italian designer René Caovilla has tapped into a new kind of sensual feminine energy with the launch of...

July 18, 2017 3:00 PM  |  Fashion

Rihanna x Manolo Blahnik Final Collaboration, #SoStoned

For their third and final collaboration, Manolo Blahnik and Rihanna have released the...

July 18, 2017 12:00 PM  |  Fashion

Beau Souci Fashion Story "Beautiful Worries"

BEAU SOUCI FASHION STORY “Beautiful Worries" is now available! 

Check inside for the Full Page Editorial.

July 17, 2017 10:00 AM  |  Fashion
Veronika Brusa, Berenik Creative Director

Berenik Opens Soho Boutique & Talenthouse with Dance

Last week, genderless Swiss fashion label Berenik celebrated the opening of its New York City boutique and Talenthouse at 419 Broome...

July 17, 2017 9:00 AM  |  Fashion
Rei Kawakubo / Comme des Garçons: Art of the In-Between

Rei Kawakubo/Comme des Garçons: Art of the In-Between

Rei Kawakubo is one of the most important and influential designers of the past 40 years,” said Andrew Bolton, Head Curator of the Metropolitan Museum of Art’s Costume Institute...

July 05, 2017 3:00 PM  |  Fashion
ROOM 303

MIU MIU "ROOM303" BY Alasdair McLellan

By emulating an all familiar, oversaturated photographic aesthetic—those snaps of friends in the club, a family packed in a restaurant booth, an evening traversing the city, or an illuminated sea...

June 27, 2017 3:00 PM  |  Fashion

Nomos Glashütte Aqua Series Watch Collection

Independent German watchmaking house Nomos Glashütte has just released the...

June 26, 2017 11:00 AM  |  Fashion

Roberto Cavalli F/W2017 Campaign Starring Eva Herzigova

With the launch of Roberto Cavalli’s Fall/Winter 2017 campaign comes a bold retelling of the classic Italian love affair.

June 20, 2017 1:16 PM  |  Fashion

3.1 Phillip Lim Fashion Story "3.1"

FASHION STORY “3.1" is now available! 

Check inside for the Full Page Editorial.

June 12, 2017 3:00 PM  |  Fashion
Life Goes On

BEAU SOUCI VIDEO STORY "LIFE GOES ON"

VIDEO STORY “LIFE GOES ON" is now available! 

View the video on the right and check inside for the Full Page Editorial.

June 09, 2017 3:00 PM  |  Fashion

Giuseppe Zanotti F/W2017 Collection “Le Rouge Et Le Noir”

Italian designer Giuseppe Zanotti delivers a refreshing dose of dichotomy with the introduction of his Fall/Winter 2017 campaign.

June 02, 2017 11:00 AM  |  Fashion

Louis Vuitton x Jeff Koons: The Power of Icons

An L and a V. The combination of these two letters has become one of the most widely recognized trademarks in the world, let alone the fashion world.

May 30, 2017 3:00 PM  |  Fashion
CHANEL’s GABRIELLE bag animated film with Cara Delevingne (Director’s cut)

“Who is Gabrielle?” #GabrielleChanel

Everyone knows Chanel 2.55, the bag famously created by Gabrielle Chanel in February 1955 and named after the month and year of its birth.

May 01, 2017 3:00 PM  |  Fashion

JIL SANDER × NENDO OBJECTEXITILE CAPSULE COLLECTION

Fashion meets design in the conceptual Nendo x Jil Sander Capsule Collection debuting during Milan Design Week.

April 26, 2017 2:00 PM  |  Fashion

DKNY FASHION STORY "VASILISA IN DKNY"

FASHION STORY “VASILISA IN DKNY" is now available! 

Check inside for the Full Page Editorial.

April 24, 2017 2:00 PM  |  Fashion
Tiffany & Co. — Behind the Scenes with Lady Gaga

Tiffany & Co. New HardWear Collection with Lady Gaga

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...

April 21, 2017 3:00 PM  |  Fashion

INTERVIEW / FASHION STORY "CLAIRE DE REGGE"

Interview / Fashion Story

"CLAIRE DE REGGE" is now available!

Check inside for the full page of editorial

April 20, 2017 2:00 PM  |  Fashion
KISSES from JILL STUART FW17 Backstage

KISSES FROM JILL STUART NYFW F/W2017 BACKSTAGE

The runway is a facade for designers to stage their vision, the strictly choreographed back-and-forth of models shinning a never-ending flow of clothes.

April 17, 2017 1:00 PM  |  Fashion

FASHION STORY "CORY ROBERTS"

FASHION STORY “CORY ROBERTS" is now available!

Check inside for the Full Page Editorial.

April 13, 2017 4:00 PM  |  Fashion

Contemporary Luxury Welcomes #TFWGucci

The swaths of newfound Gucci aficionados are certain to be charmed by the fashion house’s latest collaborative campaign, #TFWGucci (“That Feel When” or “That Feeling When”), a meme-based, creative...

April 12, 2017 4:00 PM  |  Fashion

FASHION STORY “MY OWN STORY"

FASHION STORY “MY OWN STORY" is now available! 

Check inside for the Full Page Editorial.

March 28, 2017 5:00 PM  |  Fashion

FASHION STORY "PLAY DEAD"

FASHION STORY "PLAY DEAD" is now available! 

Check inside for the Full Page Editorial.

March 22, 2017 5:00 PM  |  Fashion

CHANEL PFW F/W2017 READY-TO-WEAR

Karl Lagerfeld has done it once again with an impressive “launch” of Chanel’s Fall-Winter 2017 ready-to-wear collection.

March 15, 2017 3:00 PM  |  Fashion
SITE BY: monocomplex©Marbles & Marbles International Inc.
▲ back to top ▲