Lady Gaga named new face of Tiffany & Co.

Feb. 1 (UPI) — Lady Gaga has been named the new face of Tiffany and Co.’s latest fashion jewelry collection, Tiffany HardWear.

“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,” the pop star said in a statement regarding the new partnership.

“To me, Tiffany represents timeless American jewelry,” she continued.

The jeweler also released a black and white video announcing Gaga as their new spokesperson which features the 30-year-old discussing creativity.

“I always want to be challenging the status quo, it’s who I am. I love to change,” Gaga says in the clip. “It’s pretentious to talk about how creative you are. I don’t feel that way at all, I think it’s empowering and important and I’m coming for you.”

Tiffany and Co. also plans on releasing a 60-second ad introducing the new line starring Gaga during Super Bowl LI on Sunday. The spot coincide’s with the singer performing during the halftime show.