After both parties teased news of the partnership on Instagram, Supreme announced details of its collaboration with the jeweller Tiffany and Co, 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’ in a playful twist on the classic Tiffany’s inscription. Inspired by pieces the jeweller originally designed in the 1960s, the collection also features heart tag stud earrings and a Supreme BOGO reimagined in the signature Tiffany blue.
Though the streetwear brand is no stranger to collaborations, partnering with a luxury jeweller was a bit of an unexpected move. Or was it? 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 and Comme des Garçons. However, since being acquired by LVMH, Tiffany has been accused of ostracising its older audience in favour of remaining relevant, or attracting a younger fanbase.
As part of the 184-year-old brand’s new direction under the LVMH ownership so far, the revamp has included a controversial “not your mother’s Tiffany” campaign as well as a high profile campaign featuring Jay-Z and Beyoncé, again featuring a controversial yellow blood diamond as its central piece.
Other pieces in the collection include the classic Tiffany heart key, but this time the piece encases a pen knife. As the two brands are rooted in New York City style culture, perhaps this collab is not as surprising as first impressions would initially suggest.
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