Agenda-setting intelligence, analysis and advice for the global fashion community.
After both parties teased news of the partnership on Instagram over the weekend, Supreme announced details of its tie-up with the American jeweller called the ‘Return to Tiffany’ collection.
The centrepiece of the collection is a version of the brand’s signature heart-shaped pendant, inscribed with the phrase “please return to Supreme.” Inspired by pieces the jeweller originally designed in the 1960s, the collection also features heart tag stud earrings, a heart knife key ring and a minimalist T-shirt bearing the Supreme logo.
Though the streetwear brand is no stranger to collaborations, partnering with a luxury jeweller was a bit of an unexpected move. Supreme’s past team-ups have primarily been across the activewear and streetwear spaces, including with the likes of The North Face, Vans, Stone Island, Nike and Comme des Garçons.
Tiffany’s involvement with the American streetwear brand is the latest indication of the 184-year-old brand’s new direction under the LVMH ownership and chief executive Alexandre Arnault. So far this year, the LVMH label’s revamp has included a contentious “not your mother’s Tiffany” campaign as well as a high profile campaign featuring Jay-Z and Beyoncé.
ADVERTISEMENT
The collection is set for release on Nov. 11 worldwide, with a delayed launch date of Nov. 13 in Japan.
Learn more:
This week, a Tiffany campaign featuring Beyoncé, Jay-Z, a Basquiat painting and a 128.54-carat diamond offered a window into how LVMH is bringing its playbook to its largest-ever acquisition and the advantages and challenges of marketing brands rooted in the 19th century in today’s world.
