Tiffany & Co. Celebrates Strength With New HardWear Campaign Starring Mikey Madison, Greta Lee and Anna Weyant

Tiffany & Co. has unveiled its latest HardWear by Tiffany campaign, featuring house ambassadors Mikey Madison, Greta Lee and Anna Weyant. Photographed and directed by Harley Weir, the campaign emphasizes the theme of love’s transformative strength.

Through short films and imagery, the ambassadors share their personal perspectives on strength while wearing pieces from the HardWear collection. Madison highlights resilience by reflecting on fragility and strength, sporting diamond-encrusted gold pieces. “When I’m questioning my own power, I think of things that seem fragile, but aren’t,” the Oscar-winning actress says in the film.

Lee discusses the connection between unconditional love and self-empowerment. “When a family’s love is unconditional, loving yourself is inevitable. Where love goes, strength follows,” says the actress, adorned in pavé diamond and gold pieces from the HardWear collection.

Weyant honors the strength found in joy amid challenges. “I believe the people who hold onto joy, through everything, are the strongest people alive,” she says.

Their individual reflections are woven together in an anthem video to present a unified narrative about love and empowerment.

The HardWear collection is known for its bold and sculptural designs. The campaign officially launches on Wednesday across Tiffany & Co.’s digital and print platforms. It follows the brand’s high jewelry campaign, which was released on March 28, featuring Tiffany & Co.’s iconic Bird on a Rock brooch, alongside one-of-a-kind creations from the Blue Book 2024: Tiffany Céleste collection.

In March, Tiffany & Co. opened its newly transformed Taikoo Li flagship in Chengdu, China, with a ribbon-cutting ceremony attended by Anthony Ledru, president and chief executive officer of Tiffany & Co.; Maxence Kinget, president of Tiffany & Co. Greater China, and actress and model Zhang Ziyi. The American brand also brought its retail concept on New York’s Fifth Avenue — The Landmark — to Mexico City’s Masaryk district with its third Blue Box Café and new flagship.