From 29 April 2017, Tiffany fans around the world can head to their nearest boutique and purchase the brand-new City HardWear jewels launching on that day. Since the jewels were first glimpsed on brand ambassador Lady Gaga in an advertisement shown at the Super Bowl way back in February, the American jeweller has been pumping up the anticipation around the collection.
Having Lady Gaga in the advertising campaign is a sure-fire strategy for getting the collection noticed and the jewels are as bold and defiant as the singer herself. “I love Tiffany City HardWear because it’s different and elegant – but it’s not what you would expect of elegance. That’s like me I think – I’m a bit different,” said Lady Gaga. “To me, Tiffany is definitive and iconic, yet continues to push and evolve with the times.”
The simple, graphic shapes of the all-metal jewels emanate strength and confidence. Thick chain links and solid-gold balls express the energy of New York, tapping into the raw industrial chic of the city. Based on a 1971 drawing from Tiffany’s archive of a unisex bracelet, Tiffany’s designers have reinterpreted the form in a new chain link double-wrap bracelet, above, as well as earrings, a ring, a necklace and a pendant.
The little ball, a perfect and highly tactile orb, playfully swings from the ring, above, or it can be detached and worn in a variety of ways, combined with the chunky gauge-link bracelet and necklace. A mini Tiffany padlock can also be moved around to create different looks. The purity of lines is a careful study in minimalism and even the links of the necklace are graduated to sit comfortably on the neck, with the clasp perfectly integrated into the smallest link at the back.
“I think a woman can buy herself jewellery and put it on with dignity,” says Lady Gaga in the trailer to the film. These jewels will definitely add swagger to a girl’s step as the bold chains, big bracelets and statement earrings shout ‘girl power’.