Bold, tough, and fiercely feminine, the new Tiffany HardWear collection from Tiffany & Co. embodies the strength and spirit of you and I. By Anne Lee.
Inspired by a unisex bracelet from 1971 in the archives, the Tiffany HardWear is the first new collection from the American jewellery house since 2014. Fashioned in precious metals such as sterling silver, as well as 18-karat yellow and rose gold, this full range of earrings, rings, necklaces, and pendants is purported to embody “the strength and spirit of the modern woman, imbued with the soul of New York”. Together with Lady Gaga as the face of the Legendary Style campaign, Tiffany & Co. paves the way for the coming of a new era, signalling the breaking of traditions.
Known for eschewing celebrity endorsements in its advertising campaigns, Tiffany & Co.’s announcement of Lady Gaga as ambassador of Tiffany HardWear came as a to all. The style chameleon has been making headlines since her debut for her originality and creative ways of expression. Case in point: her meat dress from the 2010 MTV Video Music Awards. However, for Tiffany & Co., she did a 180˚ turn with a pared-back, understatedly chic style. Appearing in a black-polo-neck-and-cigarette-pant ensemble with her blonde hair slicked back in one of the campaign shots, the look harks back to an iconic depiction of Tiffany & Co.’s unofficial ambassador, Audrey Hepburn.
Tempting viewers further with pieces from the powerful collection is a 60-second blackand-white campaign video shot by David Sims and directed by Grace Coddington, the current creative partner at the jewellery house. Framing the “Born This Way” singer’s face is a pair of double drop earrings that pay tribute to the woman today, and a wrap bracelet that is meticulously handcrafted with graduated links and accented with a detachable lock and metal spheres. The glossy finish and smooth edges may lend a classic feel to the utilitarian designs but the urban ruggedness remains, as demonstrated in the recurring links and bolts.
Get inspired and pump up that rebel-girl vibe with stacks of chunky bracelets or mismatched earrings, embellishing one with a single link and the other with a suspended orb. These pieces are a celebration and representation of the modern-day woman, who is empowered by the choices she has made in life and isn’t afraid to challenge the status quo when the occasion arises.
“For more than 180 years, the world’s chicest women have chosen Tiffany jewellery as a powerful expression of who they are,” says Caroline Naggiar, senior vice president and chief brand officer at Tiffany & Co. “This campaign celebrates Tiffany’s rich legacy.”
“I am a rebel, but I wouldn’t say transforming at 19 to the artist that I became was purely just because of rebellion. It was more of a sense of power that I felt.” – Lady Gaga
Tiffany HardWear wrap necklace in 18-karat gold, Tiffany & Co.
Lady Gaga, behind the scenes in Tiffany & Co.’s Legendary Style campaign
Tiffany HardWear ball dangle ring in sterling silver, Tiffany & Co.
Tiffany HardWear link bracelet in 18-karat gold, Tiffany & Co.
Tiffany HardWear bead cuff in sterling silver, Tiffany & Co.surprise