It’s all about inner strength.

 

Lady Gaga has been announced as the face of Tiffany & Co.'s new jewellery collection as part of the brand's latest campaign.

 

The new Tiffany Hard Wear collection and Legendary Style campaign, inspired by an archival unisex bracelet in 1971, was designed to embody the strength and the spirit of the modern woman. So who better than to represent the collection that the leader of the little monsters herself?

 

In a behind-the-scenes clip, Gaga can be seen trying on the collection and talking about how women can wear jewellery to make a statement.

 

“I think that jewellery, like all other accessories, can give you the chance to pump up the volume,” she says.

 

She also believes that you can still have the romantic ideal behind jewellery, even if you are buying it for yourself.

 

“It’s a misconception that a man or your lover has to buy you jewellery,” she says. “I think a woman can buy herself jewellery and put it on with dignity.”

 

The campaign continues the collection’s trend of celebrating women of confidence, beauty and substance, who were also chosen for their intelligence and authenticity.

 

The Tiffany Hard Wear Collection will be available from April 28.

 

You can view Lady Gaga’s video below.