Supreme x Tiffany & Co. makes both brands shine


Need your sterling silver with a side of skate gear? You are lucky. A longtime Supreme x Tiffany & Co. collaboration was officially announced on Monday morning, after the streetwear brand teased the products 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 doubles as a knife. There’s also a box logo t-shirt with the Supreme logo remade in Tiffany’s signature blue. The collection is inspired by a line the jeweler launched in the late 1960s, which includes key chains and pendants stamped with the phrase “Return to Tiffany & Co”. Here Supreme is enabled for the jeweler’s name. The collection will be available in the Supreme store and website on Thursday, November 11.

Unexpected collaborations are part of Supreme’s genius. While the brand has certainly already entered the jewelry category, the pieces are rarely so delicate. In the past, Supreme has made Nike Swoosh earrings and necklaces with pendants in the shape of Uzi guns and $ 100 bills. This collaboration with Tiffany’s is a more straightforward high jewelry collection, one that will likely force customers to jump on the pearl trend if they haven’t already.

And while Supreme gets some high-end sparkle from the partnership, Tiffany & Co. receives a major injection of youthful energy. (You could argue that Supreme is rejuvenating Tiffany’s.) As it turns out, Tiffany’s was bought by luxury conglomerate LVMH in January of this year, and was quickly remade into LVMH’s favorite ultra-slick image. The jeweler’s new CEO, Alexandre Arnault, came from Rimowa, where he paired the old-fashioned luggage maker with partnerships with Off-White, Bape, Dior, Anti-Social Social Club and Fendi. Today at Tiffany’s, under the campaign slogan “Not Your Mother Tiffany,” he featured campaigns featuring Jay-Z and Beyonce. A painting by Basquiat that used a similar blue to Tiffany’s is another (controversial) centerpiece of the rebranding.

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For LVMH, Supreme is something like its potion of youth. When Louis Vuitton needed an edge for its fall 2017 collection, then-designer Kim Jones turned to James Jebbia’s group of skateboarders. And when Arnault needed help with a Rimowa makeover, he also met Supreme. Now you can already see that Tiffany is using the same strategy. For LVMH and the Arnault family, working with Supreme is simply the first page of the get-hip playbook.

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