On Super Bowl Sunday, Lady Gaga won’t just be performing at halftime, she’ll also be starring in a new 60-second TV ad. The singer has partnered with Tiffany & Co. as the face of the jewellery brand’s Legendary Style campaign, launching a new collection called Tiffany HardWear.

“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. To me, Tiffany represents timeless American jewelry,” Lady Gaga said in a statement.


The brand worked with legendary Vogue editor Grace Coddington and fashion photographer David Sims to create the clip, which shows Gaga speaking unscripted about her creative process, the importance of self-expression and empowerment.

The new collection features Tiffany & Co.’s signature sterling silver along with bold 18k gold pieces and is inspired by a unisex bracelet from 1971 that the design team found in the brand’s archives. “For 180 years, the world’s chicest women have chosen Tiffany jewelry as a powerful expression of who they are,” says 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.”

The Tiffany HardWear Collection will be available on Tiffany.com beginning May 2nd and in-store worldwide on April 28th, with limited and exclusive pre-orders available beginning February 5th 2017.

Images & Video: Tiffany & Co.