Tiffany & Co are premiering their new Legendary Style Campaign, featuring Lady Gaga, during Super Bowl LI on Sunday.

The Legendary Style Campaign was made in partnership with Grace Coddington of Vogue Magazine, and shot by David Sims. It will feature pieces from their new collection, Tiffany HardWear. Lady Gaga, who is also performing during the half-time show, will be talking about her passion for the brand, as well as her creative journey, in the unscripted film. She says: “In New York, you’re born knowing that Tiffany is the best, and that it is where the magic happens.”


Though Tiffany has handcrafted the Vince Lombardi Trophy for the champion each year, the 60-second film will be the very first Tiffany & Co. advertisement to air during the Super Bowl.

The Tiffany HardWear collection, inspired by a unisex bracelet from 1971 in the Tiffany Archives, includes earrings, rings, necklaces and pendants, in 18k gold and sterling silver. Lady Gaga was chosen was chosen to represent the brand as her “originality, creativity and courage, reflects the spirit of this collection.”

The collection will be available online beginning May 2, and in-store worldwide on April 28. Limited and Exclusive pre-orders will be available in the US beginning February 5.

Photo Credit: Hanna Besirevic

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