Lady Gaga is the Face of This Luxury Jewellery Brand’s Latest Campaign

by Sarah Casselman January 31, 2017

It’s no secret that the Super Bowl commercials are always epic, but this year they are really going to sparkle.

Tiffany & Co. announced today that Lady Gaga is the new face of the brand’s latest Legendary Style campaign, launching a new fashion jewellery collection called Tiffany HardWear. The campaign will premiere in a 60-second film that will air during the 51st Super Bowl on Sunday, February 5—this is a first for the storied jewellery house; it’s never been featured in a Super Bowl ad before. It’s the cherry on top of an already big day for Lady Gaga, too, since the 30-year-old singer will be performing the Super Bowl halftime show this year. (Though there’s a petition going around, we can’t imagine they would ever cancel her killer act!)

Captured in a behind-the-scenes moment, we’re excited to announce that the legendary @ladygaga is the face of our new spring campaign. As fiercely feminine as our new #TiffanyHardWear collection, she captures the power and energy of New York. #LadyGaga #LegendaryStyle #Tiffany #TiffanyAndCo

A post shared by Tiffany & Co. (@tiffanyandco) on Jan 31, 2017 at 9:00am PST

The new Tiffany HardWear collection that Gaga wears in the campaign features bold 18-karat gold and sterling silver pieces inspired by a 1971 unisex bracelet from the brand’s archives. “In New York, you’re born knowing that Tiffany is the best, and that it is where the magic happens,” said Lady Gaga in a statement released by Tiffany & Co. “The brand is definitive and iconic, yet continues to push and evolve with the times.” The Tiffany HardWear collection will be available in-store worldwide on April 28 and on Tiffany.com starting May 2. For those who can’t wait to get the Gaga look premiering on Super Bowl Sunday, limited and exclusive pre-orders will be available on February 5 (a.k.a. game day).

In the meantime, Lady Gaga has been busy prepping her halftime show—and having a few laughs with her family. She recently posted a video on her Instagram account of herself doing cartwheels in the end zone with her mom.

Me and mom in the End Zone ???

A post shared by xoxo, Gaga (@ladygaga) on Jan 30, 2017 at 1:00pm PST

With just a few days to go until the big game, we’re counting down the hours until Gaga takes the stage. Until then, we’ll be watching this teaser video from Tiffany & Co.’s latest campaign (shot by David Sims with creative direction by Grace Coddington) starring you-know-who. Check out the clip below.

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