Lady Gaga Is the New Face of Tiffany & Co. [Photo + Video]

Lady Gaga is now the face of one of New York’s most iconic jewelry companies — Tiffany & Co.

“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 said in a statement. “To me, Tiffany represents timeless American jewelry.”

Lady Gaga’s campaign for the brand is centered around the launch of a new line called Tiffany HardWear, which features accessories inspired by a unisex bracelet designed in 1971.

Her first Tiffany & Co. commercial will air during the Super Bowl where she’s taking the halftime show stage.

If you don’t want to wait until then, check out the ad below.

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