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Lady Gaga is a style chameleon for modern times, sporting a
cowgirl hat and leather skirt get-up one moment then channeling old Hollywood
glamour in a silk gown the next. But images released today announcing her as
the star of a new campaign for Tiffany & co. show the singer in some of her
most pared-back and elegant looks to date.
In one image, Gaga perches on a director's chair holding
Asia, one of her beloved French bulldogs, and wearing just a neat pair of black
cigarette trousers, black heels and a cream shirt. In another snapshot, she resembles
Audrey Hepburn- surely no mistake, given she's another icon whose name is
forever linked to the Tiffany brand- in a black polo neck framed by a pair of
sculptural drop earrings.
This chic new look is all part of Lady Gaga's new role as
the face of 'Tiffany City Hardwear', the first new collection from the iconic
American jeweller since 2014. Today's
images are just a teaser, with Tiffany & co. announcing plans for a
60-second film to be premiered during this Sunday night's Super Bowl, the most
anticipated sporting and TV event of the year in America. Her appointment is a
bold statement from Tiffany & co which has traditionally shied away from working
with big celebrity names on its advertising campaigns.
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“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,” says Lady Gaga, who is also set to perform at the Super Bowl, of her
new partnership. “To me, Tiffany represents timeless American jewellery.”
The new Tiffany City HardWear collection is described as
embodying "the strength and spirit of the modern woman, imbued with the
soul of New York" and marks a fresh approach by Tiffany in adding its
voice to a jewellery market which has been transformed in recent years by new
names and changing attitudes as women
increasingly buy jewellery for themselves and seek out unusual yet wearable
designs. Tiffany City HardWear draws its inspiration from a 1971 unisex bracelet
in the jeweller's archive and promises to be "urban and elegant, as strong
as the woman who wears it."
“For more than 180 years, the world’s chicest women have
chosen Tiffany jewellery as a powerful expression of who they are,” adds
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.”
American Voguecreative director-at-large Grace Coddington
has masterminded the atmospheric black and white images of Lady Gaga as part of
her ongoing role as a creative partner at Tiffany while the campaign was shot
by fashion photographer David Sims.
The campaign and new collection come just weeks after
Tiffany announced that Reed Krakoff would be replacing Francesca Amfitheatrof
as creative director. The stylish and well-connected Amfitheatrof had been
hailed as the woman with the power to make Tiffany cool again, and had introduced
the much-lusted after 'T' collection in 2014. Nevertheless, Krakoff has form in
that department too, having turned around Coach, the heritage American
accessory label.
Tiffany enjoyed priceless worldwide PR earlier in January
thanks to Melania Trump who presented one of its iconic duck-egg blue boxes to
Michelle Obama on Inauguration day. The box's contents has remained a mystery
but it was perhaps a cleverly peacemaking gesture on the part of Mrs Trump,
after Tiffany reported a 14% dip in sales since the election at its famous
Fifth Avenue store which is situated beside Trump Tower in New York.
With Lady Gaga on board, a 60 second-slot at the Super Bowl
and a cool-factor boosting new collection, 2017 could be a fascinating year for
Tiffany & co.
Post By Telegraph.co.uk
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