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Tiffany & Co HardWear Collection
Project Type
OHH, Print, Digital, In-store, PR, Experiential, Customer Experience, Global, Celebrity Ambassador
Date
2017 through Present
Credits
Styling & Art Direction: G. Coddington
Photography: D. Simms, T. Milewski
Creative Directors: T. Lakis, S. Poulsen-Dietz, P. Koblish
In 2017, Tiffany & Co. partnered with Lady Gaga to launch the HardWear Collection specifically targeting Millennial and Gen Z consumers. This retro-inspired jewelry line featured edgy and bold chains, padlock and ball motifs symbolizing resilience and uninhibited spirit. This collection was heavily promoted by social media and digital strategies.
Additionally, Tiffany & Co. introduced the HardWear Collection by airing a 30-second commercial during Super Bowl LI; their first in over 20 years. In a strategic move, Lady Gaga headlined the halftime show and continued to promote the brand throughout the year by wearing pieces from the collection at high-profile events such as the Met Gala and Academy Awards, solidifying the collection's presence in pop culture.
This campaign received widespread praise and marked a turning point for Tiffany & Co. which resulted in a 15% worldwide sales increase the following year.
