Less than a year ago, LVMH completed its acquisition of Tiffany & Co., and the rebrand of the 184-year-old New York jewellery firm was well underway. The latest move by Tiffany & Co. has been revealed over the weekend, teasing a collaboration with skate and streetwear brand Supreme.
LVMH secured the takeover of Tiffany & Co. for a discounted US$15.8 billion at the beginning of this year, and have wasted no time in repositioning the iconic jeweller as a cooler and more youthful version of itself. In the middle of this year, Tiffany & Co. launched the “Not Your Mother’s Tiffany” advertising campaign, followed by the announcement of both Beyonce and Jay-Z as brand ambassadors.
Beyonce and Jay-Z were announced to the world in a photoshoot that also featured a little known Basquiat painting featuring the iconic Tiffany blue. Since that announcement, Basquiat unveiling has also become a theme at Tiffany & Co. with a $200,000 Basquiat-inspired advent calendar launched last week.
Now, the latest injection of youthful energy to the storied jeweller has come in the form of a collaboration with Supreme, in what can only be seen as a new era for the brand. In an Instagram post shared by both brands, we get a glimpse of a pearl necklace with a sterling silver pendant.
The grainy video doesn’t give much away, shot in Supreme’s well-known grungy, urban skate style. There are no details yet on what the Tiffany & Co. and Supreme collaboration might contain or even a release date, but the collaboration is sure to be a runaway success regardless.