The unexpected collaboration appears to be an effort for Tiffany & Co. to be considered as more than a heritage brand.
Since September, the rumor mill has been churning out a Supreme and Tiffany & Co. collaboration. To more traditional shoppers, it may have seemed like mere gossip as the two brands highly contrast. Tiffany is a 184-year-old jeweler targeting upper-middle and upper-class women.
On the other hand, 27-year-old label Supreme’s primary consumers are 16 to 35-year-old males into streetwear and skate culture. However, recently, both brands have been releasing interesting collaborations.
The jeweler tapped music icons Jay-Z and Beyonce for a campaign last September while Supreme (a brand no stranger to collabs) tied up with luxury houses Louis Vuitton (2017), Comme des Garçons (2012-present), and Rimowa (2018-present).
The goal
Now that the rumors are proven true, both New York brands are releasing their joint collection this week (today for Supreme and tomorrow for Tiffany). It seems that Alexandre Arnault, Tiffany’s vice president of product and communications, is on another mission to tap a younger consumer group.
When the son of billionaire LVMH CEO Bernard Arnault was helming Rimowa, he ventured the German luggage brand to work with Moncler, Dior, and Fendi. The European houses have Gen-Z idolized endorsers like singer Pharrell Williams, Blackpink K-pop group member Rose, and reality star turned supermodel Kendall Jenner.
In effect, Rimowa boasted a successful rebrand in 2018—and it seems Alexandre is vying for the same result for Tiffany & Co.
The collection
A look at the line of necklaces, bracelets, heart-shaped earrings, and key rings, it appears that Tiffany remains true to their identity of precious personal accessories. At the same time, Supreme abides by their rectangular statement logo on pieces functional enough to wear while skateboarding.
The collection gains inspiration from Tiffany & Co.’s Heart Tag Pendant, Oval Tag Pearl Necklace, and Heart Tag Earrings—their designs originating from the sixties.
Banner photo from @supremenewyork on Instagram.
