Lady Gaga has been announced as the face of Tiffany & Co.’s new jewellery collection, Tiffany HardWear. Already a star of the label’s Legendary Style campaign which premiered at the Super Bowl in February, the distinguished singer is the perfect fit for the soon-to-launch collection. The striking campaign celebrates women of substance, intelligence and authenticity and the subjects are all strong, fearless individuals who make their own rules.
In a short behind-the-scenes film, the talented singer can be seen trying on the soon-to-launch collection while enthusing about the ways in which women can wear jewelry to make a statement. “I think that jewellery, like all other accessories, can give you the chance to pump up the volume,” she says. Dressed in a sleek white silk shirt and cigarette pant combination, she exudes confidence and looks achingly sophisticated.
The HardWear collection has been designed to reflect the strength and spirit of the modern woman. “It’s a misconception that a man or your lover has to buy you jewellery,” Lady Gaga says. “I think a woman can buy herself jewellery and put it on with dignity.”
This is not the first time Gaga has fronted a campaign for an iconic brand. In November 2013, the singer was unveiled as the new face of Italian fashion house,Versace. The images for the ad, shot by Mert Alas and Marcus Piggott, featured Lady Gaga channelling a look similar to that of the luxury label’s creative director, Donatella Versace.
The Tiffany HardWear Collection will be available in-store worldwide on April 28 and on Tiffany.com from May 2.