Tiffany and Co. HardWear collection

Tiffany & Co.’s New HardWear Collection is Changing the Fine Jewellery Game

High fashion mixed with street style. This is NOT your grandmother’s Tiffany.

Tiffany & Co.’s latest collection, HardWear, embodies the power of New York City and the energy of its streets. Launching in stores worldwide today (and on Tiffany.ca on May 2) the 18-karat yellow gold, rose gold and sterling silver pieces combine elegance and edginess. While the legendary jewellery brand has always been synonymous with the former, the later brings something new into the mix.

Inspired by a unisex bracelet from 1971 (taken from the company’s archives), the collection features minimalist, industrial-inspired pieces, including a chain necklace in 18-karat yellow gold and triple drop earrings with double-sided posts that look as chic from the back as they do from the front.

Earlier this week, Zoë Kravitz and Riley Keough hosted a preview party for Tiffany & Co. HardWear at The Art of Elysium’s Art Salons in Los Angeles. Kravitz told WWD why she feels connected to the collection. “I’m 100 percent a New York girl,” says Kravitz. “I feel like the city is a part of me and who I am and who I’ve turned into. New York women are hard in a good way. We’re warriors and we’re unafraid. It’s nice to see Tiffany evolve into something that’s modern and young and still maintain their elegance.”

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On the East coast, celebs like Olivia Wilde, Christina Ricci, Kate Mara and Karolina Kurkova celebrated the new HardWear collection in the penthouse at The Standard in New York. “It’s cool, but it still has that classic feel to it, in a new, modern way,” says Karolina Kurkova to Vogue.com. “You can pass this down to your child. It’s timeless. And it’s ballsy.”

Lady Gaga stars in the HardWear campaign, which premiered during the Super Bowl (it was the brand’s first Super Bowl ad ever!) this past February.

The mega talent takes us behind the scenes on the “making of” the ad campaign in the recently released short film below.

Check out the gallery of Tiffany & Co. HardWear pieces below. From chain link charm bracelets to statement rings, the iconic blue box is rolling with a pretty cool new squad.