Tiffany & Co. has famously handcrafted the Vince Lombardi Trophy for the Super Bowl champion for the past 50 years. However, it has never before been featured in an advertisement during the Super Bowl—arguably the most high-profile slot on American TV. That is about to change come February 5 (GMT+8).

The “Legendary Style” campaign, featuring the new fashion jewellery collection, Tiffany HardWear, and starring Lady Gaga—who is also set to take the stage at halftime—will premiere in a 60-second film during Super Bowl LI this Sunday. It will also be available for viewing on Tiffany.com.

The collaboration is a special one. A New Yorker in spirit and by bloody, the star is a style icon, known to be as fiercely feminine and fearlessly original as the brand. In the film directed by Tiffany’s in-house team in partnership with Grace Coddington and shot by David Sims, she speaks from the heart, her lifelong passion for Tiffany and her creative journey towards self-expression and empowerment. 

“In New York, you're born knowing that Tiffany is the best, and that it is where the magic happens. The brand is definitive and iconic, yet continues to push and evolve with the times,” said Lady Gaga. “To me, Tiffany represents timeless American jewellery.”

The HardWare collection is inspired by a unisex Tiffany bracelet from 1971, and comprises 18k gold and sterling silver earrings, rings, necklaces and pendants.  

“For more than 180 years, the world’s chicest women have chosen Tiffany jewellery as a powerful expression of who they are,” said Caroline Naggiar, chief brand officer of Tiffany & Co. “This campaign celebrates Tiffany’s rich legacy and the modernity of Tiffany style. Lady Gaga, and her originality, creativity and courage, reflects the spirit of this collection.”

Grace Coddington and Lady Gaga

Grace Coddington and Lady Gaga

Grace Coddington and Lady Gaga

Grace Coddington and Lady Gaga

Tiffany HardWear Collection will be available here from May 2 and in stores on April 28. Limited and exclusive pre-orders are available from February 5.

Tags: Tiffany & Co., Lady Gaga, Super Bowl