This one is a good romance! Pop superstar Lady Gaga is the new face of Tiffany & Co.
The iconic jewelry brand announced the extra timely campaign on Tuesday, January 31, ahead of Super Bowl LI, during which Gaga is slated to perform at halftime.
According to Tiffany’s release, Gaga is the latest celebrity face of the brand’s Legendary Style campaign, which features women who are “chosen for their intelligence and authenticity.” The native New Yorker (nee Stefani Joanne Angelina Germanotta) is coming off an action-packed year filled with career highlights, including the release of her fifth studio album, Joanne, and a Golden Globe win for her role in American Horror Story.
“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,” Gaga shared in Tiffany’s press release. “To me, Tiffany represents timeless American jewelry.”
Grace Coddington, Vogue’s beloved former creative director, reprised her role to help orchestrate the company’s latest campaign. Photographer David Sims took the gorgeous images. Gaga joins an impressive list of stars who’ve previously fronted the Legendary Style campaign, including Oscar winner Lupita Nyong’o and Maleficent star Elle Fanning.
Though this is Tiffany’s very first Super Bowl spot as an advertiser, the brand and the NFL go way back. Tiffany, which was founded in 1837, has designed the Vince Lombardi Trophy since Super Bowl I in 1967.
The jewelry company’s 60-second spot will debut Sunday. The Tiffany HardWear collection, available for pre-order starting February 5, will be released in stores on April 28, and online on May 2. Watch the preview above.