Tiffany HardWear: A new collection from Tiffany & Co.

Everything about Tiffany’s latest collection is a little different: Launched during the Super Bowl, Lady Gaga as the face, a harder edge than anything seen recently.

Yes, Tiffany has had involvement in the Super Bowl before - they have made the Vince Lombardi Trophy since its inception. This year, however, was the first time they ran an ad and it was to introduce the all-new Tiffany HardWear.

Inspired by the power and spirit of New York, the collection began around an archival sketch of a unisex bracelet from 1971 and expanded upon it with earrings, necklaces, rings and pendants. The industrial history of the city is reflected in the utilitarian chain links and the ball and lock of the original design, which gets an update in polished 18k gold and sterling silver.

While different from the more conventional models and actresses previously selected by Tiffany, in many ways Lady Gaga makes perfect sense as the face - New York-born, highly innovative and creative, edgy yet glamorous. Much in the spirit of what this collection tries to capture.

The new line is the last designed by Francesca Amfitheatrof, the outgoing design director of three years whose first collection was also very modern - Tiffany T. With a new CEO, design director and board members on the way in, it will be interesting to see what direction Tiffany moves in.

Tiffany HardWear will be available in stores on April 28th and online May 2, with limited pre-orders available now on www.tiffany.com