Jewelry & Watches

You've Never Seen Tiffany Jewelry This Edgy Before

The brand has tapped pop singer Lady Gaga for its campaign.
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The elegance of the Tiffany setting and the decadence of receiving a Tiffany robin-egg blue box wrapped securely with a white satin bow have long been synonymous with the jewelry brand.

Now, 180 years after its founding, Tiffany&Co. diversifies that image with its new HardWear collection. Inspired by the gritty streets of New York and the stylish revolt led by its inhabitants, HardWear aims to unify the class associated with the Tiffany name and the edginess of New York street style.

A single unisex bracelet designed in 1971 has inspired a whole collection of earrings, rings, necklaces, and pendants, some made from 18k gold. These designs are perfect accessories for the millennial generation, who value versatility, as well as the ability to layer when it comes to accessories. Tiffany HardWear has resisted trends and created timeless designs that may be edgy, when paired with a leather jacket, yet smart, when paired with a pantsuit.

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The brand has tapped pop star Lady Gaga for both its print campaign and a short film. The video features monochrome portraits of the singer alongside a Tiffany Blue backdrop. The video shows her wearing the graduated link necklace, triple drop earrings, and a wrap bracelet in 19k gold.

“I love Tiffany 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,” Lady Gaga says. “To me, Tiffany is definitive and iconic, yet continues to push and evolve with the times.”

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To mark the collection’s launch in the Philippines, Rustan’s threw a party at Bank Bar, where Manila’s millennials filled with the venue. Tiffany & Co.’s Erika Kerner, together with Rustan’s president Donnie Tantoco, member of the board Maritess Tantoco Enriquez, and Dina Tantoco welcomed guests. Partygoers were asked to leave their marks on the Tiffany Graffiti Wall.

Tiffany & Co.’s Erika Kerner, with Rustan’s President Donnie Tantoco and Member of the Board Maritess Tantoco Enriquez; Cat Arambulo writing on Tiffany Graffiti wall.

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Aryanna and Jenni Epperson wearing Tiffany Hardwear; and Jessica Tan Gan

The collection, as well as Tiffany & Co., T&Co., and Tiffany, are available in Rustan’s Makati and Rustan’s Shangri-La.

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About The Author
Hannah Lazatin
Senior Staff Writer
Hannah is a communications graduate from Ateneo de Manila University. She’s originally from Pampanga and from a big, close-knit family who likes to find a reason to get together at the dinner table. Experiences inspire her. “Once, at a restaurant, I received an interpretation of my second name ‘Celina,’ and it meant 'someone who tries everything once' and that is me through and through,” she says. As for the job, she wants her “readers to be inspired by the stories of the people we feature and to move them to reach for greater things.”
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