Lady Gaga stars in new Tiffany & Co. campaign

Mama Monster channels Old Hollywood for the brand's latest collection

By Lydia Chan | Published: 2 Feb 2017

Video: Tiffany & Co.

As part of Tiffany & Co.'s Legendary Style campaign, Lady Gaga has been revealed as the face of its newest jewellery collection, Tiffany HardWear. The brand unveiled their new front woman on Instagram and said of the native New Yorker, "As fiercely feminine as our new Tiffany HardWear collection, she [Lady Gaga] captures the power and energy of New York." 


In the teaser video (which was shot by David Sims and creatively directed by Grace Coddington), Gaga keeps it super classy and chic with pulled back hair, minimal makeup and a glimpse of her chunky charm bracelet and earrings can be seen. "I always want to be challenging the status quo. It's who I am. I love to change," she says. "It's pretentious to talk about how creative you are – I don't feel that way at all."

"I think it is empowering and important and I'm coming for you," she continues.

Tiffany & Co. will be airing the full 60-second commercial during this weekend's Super Bowl, where Gaga is set to perform at the highly-anticipated halftime show. Like she said, she's coming for you.

The Tiffany HardWear collection will be available in-stores worldwide on 28 April and online on 2 May. For now, check out these behind-the-scenes images (that puppy, though).

Lady Gaga and Grace Coddington; Lady Gaga and dog (Photo: Tiffany & Co.)

Related: Lupita Nyong'o and Elle Fanning for Tiffany & Co.
Related: Reed Krakoff is Tiffany & Co.'s new artistic officer


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