Tiffany & Co. drops the campaign images of Lady Gaga rocking the HardWear collection
The big reveal
Having been kept in suspense for weeks following Lady Gaga's short film for the HardWear collection that debuted during Super Bowl — including a first look at the jewellery pieces —Tiffany & Co. is finally dropping the long-awaited campaign images of the superstar in all her refined rebelliousness. And while the brand hit the scene via what is almost certainly reverse advertising, the strategy neatly ties in to the continuity of its Legendary Style series, pushing the voice of confident, intelligent and authentic women who make their own rules.
As the key opinion rebel nutshells: "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. To me, Tiffany is definitive and iconic, yet continues to push and evolve with the times."
True to the Tiffany & Co. aesthetic, the portraits feature Lady Gaga poised against a Tiffany Blue backdrop, as well as monochrome closeups that display the unique, dimensional construction of the HardWear collection — specifically the graduated link necklace, the wrap bracelet with its iconic lock and ball, and the triple drop earrings. Lensed by creative fashion visionary Grace Coddington, who has headed the directive of the Legendary Style campaigns since its launch, the fiercely feminine and fearlessly authentic attitude of HardWear is practically tangible (and they ignite the #need feels the longer you stare at them).
The HardWear collection is available at Tiffany & Co. boutiques from 28 April.