Tiffany and its famous blue box over the years has always been viewed as the ultimate upholders of tradition when it comes to fine jewelry. Case in point, the recent inauguration ceremony at which a very prim and proper looking Melania Trump gifted Michelle Obama a gift contained in a Tiffany box.
In tapping renegade Lady Gaga for a new campaign, it appears as though Tiffany is in the mood to shake things up a bit. The brand’s black and white campaign images certainly have a grittier feel to them as do the HardWear pieces Gaga is promoting.
Shot by David Sims, Tiffany also injected some fresh appeal by bringing in former Vogue editor Grace Coddington to style the images.
Driving home the point further, the singer stated in an accompanying video, “I always want to be challenging the status quo. It’s who I am. I love to change. It’s pretentious to talk about how creative you are. I don’t feel that way at all. I think it’s empowering and important, and I’m coming for you.”
Tiffany is using Gaga’s Super Bowl performance on February 5, 2017, as a chance to put some major shine on the campaign with a 60-spot that will run during the game.
HardWear pieces will be availble for pre-order on tiffany.com on the day of the game.
