Lady Gaga, the muse for the new Tiffany & Co. campaign

Lady Gaga, muse of the new campaign Tiffany & Co., which will be previewed during the Super Bowl LI

A campaign to announce the launch of a new Spring collection 

Tiffany & Co. announced today that Lady Gaga is the muse of the new Legendary Style campaign for the new jewelry collection, Tiffany City HardWear. The 60-second campaign will be unveiled for the first time during the Super Bowl LI on Sunday, February 5, a great first for the House.

Lady Gaga, a genuine New Yorker, a feminine and resolutely out-of-the-ordinary fashion icon, appears in the campaign and speaks - without a filter - of her passion for Tiffany ever since, and more importantly, her own creative journey towards expression. Self and emancipation.

The Legendary Style campaigns are for the women with confidence, pace and spirit, chosen for their intelligence and authenticity. Whether they are actresses or artists, models or musicians, they are original women who create their own rules: Lady Gaga is the incarnation.

"In New York, you grow up knowing that Tiffany is an inescapable brand where magic operates. The House is authentic and iconic while continuing to evolve over time, "says Lady Gaga. "For me, Tiffany represents timeless American jewelry"

The new collection Tiffany City HardWear presented in the campaign embodies the strength and spirit of the modern woman, imbued with the spirit of New York. With these audacious gold and solid silver pieces, the Tiffany City HardWear collection is a tribute to the purity of design. Inspired by a 1971 unisex bracelet from the collection of her archives, Tiffany created for this collection earrings, rings, necklaces and pendants. Urban and elegant, the collection is as strong as the woman who wears it.

"For more than 180 years, the most stylish women in the world have chosen the Tiffany jeweler as the expression of their personality," said Caroline Naggiar, Chief Brand Officer at Tiffany & Co. "This campaign celebrates the rich heritage and modernity of Tiffany. Style Tiffany & Co. Lady Gaga, with its originality, creativity and personality reflects the spirit of this collection. "

The campaign was designed by Tiffany's creative team in partnership with Grace Coddington and photographed by David Sims. The 60-second film will be available on Super Bowl on Tiffany.com and the campaign images will appear in print and online this Spring.

The Tiffany City HardWear collection will be available as an exclusive and limited pre-order on February 5, in stores around the world as of April 28 and on the Tiffany e-shop starting May 2.

Traditionally, Tiffany's jewelery craftsmen have been creating the Vince Lombardi trophy for every Super Bowl championship for 50 years. For the 2017 edition of the Super Bowl Tiffany will present for the first time a campaign during this unavoidable event.