To us, the Super Bowl is fodder for some memorable pop culture and fashion moments (come on, who actually watches American football here) all thanks to its halftime show. Who can forget Beyonce‘s debut of her Formation single, complete with her Black Panthers-inspired dance routine last year? Or how about Madonna‘s performance in her custom-made Givenchy costumes, millinery from Phillip Treacy and Bulgari jewels in 2012?

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The Tiffany Hardware collection is inspired by an industrial- and minimalist-looking bracelet from 1971.

The reason we have circled the February 5 Super Bowl LI halftime performance can be summed up in two words: Lady Gaga. With a more grown-up and rock sound on her new album Joanne, and a new slick country image, that performance is set to be one over-the-top fashion feast (and possibly some digs at Trump?). The other reason that would make Gaga fans psyched: The full campaign the singer modelled for Tiffany & Co. will be aired during the halftime show.

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Creative director Grace Coddington (left) is behind a Tiffany & Co. campaign for the second time.

The 60-second film, which will simultaneously launch on, features the New York marquis’ newest fine jewellery collection called Hardwear, due to launch in stores April 28. Shot by David Sims and conceptualised by creative director Grace Coddington, the sneak peek of the 15-second trailer (watch above) hints at a truly classic American vibe. Cue the turtleneck, slicked back hair and clean makeup worn with minimalist and practical jewellery designs.

Though the brand is not sharing much details on the pieces for now, here’s what we do know about this new line. Its inspiration is a unisex bracelet from the house’s 1971 archives. The main design motifs are the bolt and chain details (read: fun swishy pieces). The line will extend across all product categories like rings, earrings, pendants and necklaces. If the brand has become a fashionable destination for jewellery fiends with its trendy Tiffany T collection, then the first look at the Hardwear pieces is bound to affirm that following.


Like this? Learn more about the iconic Tiffany & Co. pieces by Elsa Peretti, see Lady Gaga’s classy makeover and find out the top watch trends for 2017.