Last year, Tiffany & Co. teamed up with former US Vogue Creative Director Grace Coddington and Brit fashion photographer David Sims to translate the words “legendary” and “style” in a campaign that starred Lupita Nyong’o, Elle Fanning, Christy Turlington and Natalie Westling adorned with the American jeweller’s most popular creations such as the Tiffany T.
“I chose to define those words in the girls we photographed,” Coddington recalled. “They are very classy, and that was a must because we were dealing with a company that is very sophisticated. I was also looking for a certain inner beauty. I try not to work with actresses too often but in this case, I thought it would be interesting as Tiffany & Co. hasn’t worked too often with celebrities, apart from dressing them for the red carpet,” she added.
The next chapter of that campaign, aptly named Legendary Style, will make its world premiere as a 60-second short film this Sunday, Feb 5, at the Super Bowl LI in Houston. It stars Tiffany & Co.’s newest ambassador, singer and fashion icon Lady Gaga decked with 18k gold and sterling silver earrings, rings, necklaces and pendants from the brand’s new Hardwear range.
“In New York, you’re born knowing that Tiffany is the best, and that it is where the magic happens,” says Lady Gaga, “The brand is definitive and iconic, yet continues to push and evolve with the times. To me, Tiffany represents timeless American jewellery.”