Following the teaser from both brands, Supreme has unveiled its collection with Tiffany & Co., and the items range from a key-shaped pocket knife and heart-shaped stud earrings to a pearl necklace with a silver pendant. The collection has been christened as the “Return to Tiffany”.
“Supreme has worked with Tiffany & Co. on a new collaboration for fall 2021,” the youth-culture clothing brand wrote on Instagram, debuting the jewellery created in partnership with the storied jeweller.
The jewellery line is said to be inspired by pieces that were originally launched in the 1960s, known for its heart-shaped charm or tag. Tiffany fans would recognise the “Return to Tiffany” line, as it sprang from a keyring first introduced in 1969.
As such, each piece is embossed with the phrase “Please Return To” which arches above the Supreme logo. There is also a “New York” stamp — a nod to the brands’ origins in the Big Apple. The number “925” is in honour of Tiffany’s sterling silver marker.
In an Instagram post, Supreme said all pieces feature sterling silver, and the Oval Tag Necklace is made from freshwater pearls. There is also a Supreme box logo T-shirt in Tiffany’s signature blue colour, which is expected to be hit.
Image: SupremeImage: SupremeImage: SupremeImage: Supreme
The collaboration of Tiffany and Supreme represents an ongoing brand revamp happening in the American jeweller after its acquisition by the world’s largest luxury conglomerate LVMH. At the helm of its product and communications department is Alexender Arnault, a former CEO of Rimowa and an active supporter of brand partnerships. During his tenure at Rimowa, Arnault has also partnered with Surpeme in designing its suite of luggage.
Under the new stewardship, Tiffany has embarked on a new marketing strategy. Starting with its controversial “Not Your Mother’s Tiffany” campaign to start-studded celebrity endorsement from the likes of Jay-Z, Beyoncé, Blackpink singer Rosé and award-winning actress Anya Taylor-Joy. It has also worked with artists such as Daniel Arsham in reimagining the iconic Blue Tiffany Box.
Roping in Supreme also sends a signal that jewellery should not be seen as feminine, a stereotype that has increasingly been challenged — the inclusion of pearls in a perceived masculine brand like Supreme is a perfect move to widen its appeal to even more customers.
The pieces are expected to drop on November 11, except in Japan where it will be available on November 13.
Other fashion brand collaborations also dropping is the Fendi and Skims capsule collection that dropped yesterday (November 9). The collection is said to cater to the modern woman, inspired by Karl Lagerfeld’s archival Fendi collection. The collaboration is available now on its dedicated website and at select Fendi stores worldwide.
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