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Tiffany & Co. Launches New Campaign With Lady Gaga

Lady Gaga Featured in Tiffany &
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* Collection inspired by a vintage unisex bracelet
* Includes earrings, rings, necklaces and pendants
* In stores April 28; online May 2

Continuing its “Legendary Style”project with Lady Gaga, Tiffany & Co. has released a print campaign and short film featuring the pop star, to promote their new fashion jewelry line, Tiffany HardWear.

The print ads feature black and white portraits of Lady Gaga juxtaposed against full color images of the singer standing against the iconic Tiffany Blue backdrop. In the unscripted video, first teased during a SuperBowl commercial, Gaga discusses her lifelong passion for the brand, as well as her own creative journey towards self-expression and empowerment. The campaign features the Tiffany HardWear graduated link necklace, triple drop earrings and wrap bracelet in 18k gold.

“I love Tiffany HardWear because it’s different and elegant—but it’s not what you would expect of elegance. That’s like me I think—I’m a bit different,” says Gaga. “To me, Tiffany is definitive and iconic, yet continues to push and evolve with the times.”

The Tiffany HardWear collection “combines the strength and spirit of the modern woman with the soul of New York,” says the company. The collection, which includes earrings, rings, necklaces and pendants, was inspired by a unisex bracelet designed by Tiffany in 1971.

The Tiffany HardWear Collection will be available in stores on April 2 and Tiffany.com on May 2.