All the rumours were true – Supreme and Tiffany, two giants in New York City style history, have collaborated to release a collection. The project includes a co-branded heart pendant (inscribed with ‘Return to Supreme’, of course), a penknife-key hybrid, tags, bracelets and even a Tiffany blue Supreme box logo T-Shirt.
Whilst some online were hyped about the release, others were more sceptical about its origins. After recently being acquired by parent company LVMH, Tiffany has been releasing a slew of controversial projects in favour of attracting a new, younger audience; including a ‘Not your mother’s Tiffany’ campaign and centring blood diamonds in their project with Jay-Z and Beyoncé.
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For the critics, this was a collaboration set up to make headlines and attract a different audience for the Jewellery brand, never intending to sell serious units. However – the data suggests otherwise: within 48 hours of the announcement, searches for Supreme spiked by 43%, and searches for Tiffany by 46%.
Meanwhile, searches for the jewellery brands’ iconic phrase ‘Please return to Tiffany’s’ is up 46% week on week. It certainly seems that the collaboration has got people talking, and from these stats, has been successful in cross-pollinating the brands’ own audiences. No publicity is bad publicity, right?