FASHION

Supreme x Tiffany & Co. Gives shine to both brands


Need your sterling silver with side skating gear? You’re lucky. The long-standing collaboration for Supreme x Tiffany & Co. was officially announced Monday morning after the streetwear brand teased the goods in a video over the weekend. The collection includes silver and pearl necklaces, a bracelet, heart-shaped earrings, a standard keychain and another keychain that serves as a knife. There is also a T-shirt with a logo on a box with the Supreme logo, redesigned in the typical Tiffany blue. The collection is inspired by a line that the jeweler launched in the late 60’s, which includes keychains and pendants stamped with the phrase “Please return to Tiffany & Co”. Here Supreme is included for the name of the jeweler. The collection will be available in the Supreme store and website on Thursday, November 11th.

The unexpected collaboration is part of Supreme’s genius. Although the brand has certainly dealt with the jewelry category before, the pieces are rarely so delicate. In the past, Supreme has done Nike Swoosh earrings and necklaces with pendants in the form Uzi rifles and $ 100 bills. This collaboration with Tiffany’s is a simpler collection of fine jewelry – a collaboration that is likely to force its customer base to jump on the pearl trend if they haven’t already.

And while Supreme gets the high-end brilliance of the partnership, Tiffany & Co. receives a large injection of youthful energy. (You can say that Supreme rejuvenates Tiffany’s.) It so happens that Tiffany’s was purchased by the luxury conglomerate LVMH in January this year and was quickly transformed into LVMH’s preferred ultra-smooth image. The new CEO of the jeweler, Alexander Arno, came from Rimowa, where he created juice from the old luggage manufacturer in partnership with Off-White, Bape, Dior, Anti-Social Social Club and Fendi. Now, at Tiffany’s, under the motto “Not Your Mother’s Tiffany”, he presented campaigns featuring Jay-Z and Beyonce. A Basque painting that uses blue, like Tiffany’s, is another (controversial) center of the rebrand.

For LVMH Supreme it is something like a decoction for youth. When Louis Vuitton needed an advantage for its fall 2017 collection, that of the brand then-designer Kim Jones turned to James Jebia’s group of skaters. And when Arnaud needed help transforming Rimowa, he also contacted Supreme. You can now see that Tiffany is using the same strategy. For LVMH and Arnaults, working with Supreme is just the first page in the book.



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