Though details of Lady Gaga’s Super Bowl performance (better yet, her outfit) have yet to emerge, we’re betting the singer will be decked out in sparkly jewelry. As first reported by Vanity Fair, Lady Gaga will star in Tiffany & Co.’s debut Super Bowl ad as the face of the brand’s new contemporary jewelry collection, Tiffany HardWear.
The 60-second film—set to air during the game’s broadcast on February 5—is comprised of behind-the-scene footages from the singer’s photoshoot with ongoing creative director Grace Coddington and legendary fashion photographer David Sims. The ad features Gaga, dressed in Audrey Hepburn-esque black turtleneck and cigarette pants, speaking candidly about her creative process and its connection to self-expression and empowerment.
The Tiffany HardWear collection, which includes rings, earrings, necklaces, and pendants in 18-karat gold and sterling silver, reportedly drew inspiration from a 1971 unisex bracelet in the jeweler’s archive and is described as embodying “the strength and spirit of the modern woman, imbued with the soul of New York.” The line will be available for limited and exclusive pre-orders on the day of the Super Bowl. It will officially hit stores worldwide beginning April 28, and appear online starting May 2.
The shoot is part of the brand’s Legendary Style campaign, which has previously starred Hollywood A-listers such as Lupita Nyong’o and Elle Fanning. The news of the line comes just weeks after the company announced designer Reed Krakoff would be replacing creative director Francesca Amfitheatrof.
Krakoff’s appointment is the latest in the brand’s efforts to appeal to a younger demographic (a.k.a millennials). Previous efforts include partnerships with trendy fashion retailers, including Net-a-Porter and Dover Street Market, and a collaboration with jewelry designer Eddie Borgo, who’s best known for his edgy aesthetic.
While it may seem odd to connect the Super Bowl with the luxe jewelry brand, Tiffany & Co. has a long history with the sporting event. The brand, perhaps best associated with engagement rings and the film Breakfast at Tiffany’s, has been responsible for creating the Vince Lombardi Super Bowl trophy that’s been awarded to the champion team for the past 50 years.
Watch a clip from the ad below, and catch the full commercial during the Super Bowl and on Tiffany.com on February 5.
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