Supreme x Tiffany & Co

Supreme x Tiffany & Co tease new collaboration with Instagram video | Source: Daily Advent

High-End Hype: Supreme x Tiffany & Co Tease Collaboration

A hyped skate brand partnering with a luxury jeweller might seem an unlikely marriage. That is if you’re forgetting it’s 2021 and we’ve already seen unlikely crossovers such as a Balenciaga x Fortnite, Gucci x Doraemon and The North Face x Gucci.

A Supreme x Tiffany & Co pairing is even less surprising when you remember LVHM acquired Tiffany & Co. for a record-breaking A$23.4 billion in 2019 that seemed to set in motion a rebrand for the jeweller.

Following rumours circulating since September, the two mega brands both released a teasing video on Instagram confirming the collaboration. It marks the solid next step in Tiffany & Co’s new, more avant-garde, direction after employing artist Daniel Arsham to reimagine its classic blue box.

Fans will remember in July the 184-year-old brand debuted an ad campaign that looked to step away from its esteemed history with a controversial tagline, “Not Your Mother’s Tiffany.” It utilised the famous faces of Beyoncé and JAY-Z alongside a monumental Jean-Michel Basquiat painting – the same that was reproduced for the recently announced Tiffany & Co holiday advent calendar 2021.

Tiffany & Co Beyonce and Jay Z
Tiffany & Co Brand Ambassadors Beyonce and Jay Z | Source: Hypebae

While many believe the campaign alienated a whole generation of long-supportive customers, it defined the brand’s cooler and more youthful reinvention and outlined a clear path for the future.

In the video Supreme team rider Sean Pablo adorns a pearl necklace highlighted with a silver oval pendant. The camera zooms onto the piece revealing Tiffany & Co.’s signature branding above the New York skate brand’s logo.

While the two brands are keeping the cards close to the chest, the Supreme x Tiffany & Co collaboration is rumoured to spawn the jewellers signature sterling silver necklaces, a heart-shaped key pocket knife and studs. Supreme’s own iconic box logo (Bogo) apparel is also believed to be getting a Tiffany blue update.

As of writing, a release date is yet to be announced.

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