Tiffany & Co. is living up to their current campaign promise: redefining the company’s signature jewellery as “not your mother’s Tiffany’s.” This shift in brand identity comes from the new creative team at the helm of the American luxury brand, selected after LVMH acquired Tiffany & Co. in 2019. The team has put forth many efforts to cement their campaign promise, the latest being Tiffany & Co.’s collaboration with skate brand Supreme®.
This partnership comes off the heels of Tiffany’s “About Love” campaign with Beyoncé and Jay-Z, in which the luxury brand debuted a Basquiat painting and their advent calendar collection. “About Love” embraces New York heritage and legacies at large, as Jay-Z and the late Basquiat both emerged from Brooklyn, New York, and Beyoncé wore the gem from the cult classic, Breakfast at Tiffany’s, for the campaign.
Tiffany & Co. and Supreme® are both NYC-founded companies that reflect different cultural milieus of New York. This collection bridges the interests of these two companies’ customers and helps to usher in the modern era of Tiffany & Co. Not only is the jewellery brand appealing to Supreme’s hypebeast customers, but they’re also catering to the ever-growing customer base for androgynous jewellery.
So far, we know that the collection features a Heart Tag Pendant, Oval Tag Pearl Necklace, Star Bracelet, Heart Tag Stud Earrings, Heart Knife Key Ring and Oval Tag Key Ring in sterling silver. The jewellery harkens back to the jewellery brand’s signature “Return to Tiffany” line with the copy: “Return to Supreme.” The skate company is also putting a twist on one of their signatures pieces. The iconic Supreme® logo t-shirt will be available in Tiffany Blue, and a gift with purchase sticker will be available for all items.
The collaboration launches in Supreme® doors (US & UK) on November 11. The collection is also available in Tiffany & Co. doors on November 12 and in select Tiffany & Co. regions (JP, IT, AUS).