Tiffany & Co. takes a step closer to edgy image rebrand with Supreme partnership

Since being acquired by LVMH in January this year, luxury jeweler Tiffany and Co. has repeatedly made headlines with celebrity campaigns, a new collection targetting the male demographic. Now the brand has entered a collaboration with street wear powerhouse Supreme. According to an Instagram post from Tiffany and Co., the collaboration will feature six pieces of jewellery and one T-Shirt. Both brands initially teased news of their partnership on Instagram. 

https://www.instagram.com/p/CWA2ZhOLqOO/?utm_source=ig_web_copy_link

https://www.instagram.com/p/CWA2b42LvUq/?utm_source=ig_web_copy_link

Drawing on inspiration from pieces that were originally launched in the 1960s, the "Return to Tiffany" collection consists of a heart tag pendant, oval tag pearl necklace, star bracelet, heart tag stud earrings, heart knife key ring and an oval tag key ring. While Tiffany and Co. declined to comment on details of the collaboration, a company's spokesperson told MARKETING-INTERACTIVE that the collection will be launching in eight specially selected Tiffany stores around and work, and 14 Supreme outlets. Scheduled to launch on 11 November, the collection will also be available in Asia Pacific.

Though the street wear brand is no stranger to collaborations, the partnership with Tiffany & Co. can be seen to be rather unexpected given the styles the brands play in. However, Tiffany & Co. has in recent times been trying to innovate its look and feel to reach a younger demographic. In fact, in January this year, Tiffany & Co.’s parent company LVMH made the drastic move to overhaul its design team to appeal to young shoppers and Asian customers. This comes after LVMH concluded its US$15.8 billion acquisition of the Tiffany brand. Former Tiffany CEO Alessandro Bogliolo, who left during the overhaul, also said during Bloomberg's second luxury summit that luxury was a word the brand tries to avoid and prefers the word “legendary”.

Supreme, however, is not new to unconventional collaborations outside of its street wear circle. In fact, one of its most iconic collaborations was with luxury brand Louis Vuitton (also part of the same LVMH family Tiffany & Co. is in) where a collection was featured in Louis Vuitton's Fall-Winter 2017 show. MARKETING-INTERACTIVE has reached out to Supreme for additional information regarding the collaboration. 

Meanwhile in August 2021, the luxury jeweler launched a campaign starring real life power couple Beyoncé and JAY-Z to celebrate its modern love. According to a press statement, Tiffany's debut of "About Love" marks the latest evolution of the luxury jeweler's new creative direction. According to the brand, the campaign is the result of a close collaboration and a shared vision between both the Carters and Tiffany & Co. This is also the first time the couple has starred in an ad campaign together since their wedding in 2008, and the pair has also seen its fair share of public ups and downs in their marriage.

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