Supreme and Tiffany & Co., one of the year’s unlikeliest brand couples, just made things official.
Both brands took to Instagram with teasers of a collaboration, rumors of which began circulating in September. Starring skateboarder Sean Pablo, the preliminary imagery is a notable departure from the classically elegant image Tiffany’s has long cultivated.
The collection appears to include a revamp of Tiffany’s iconic heart necklace. The cutesy pendant is reworked as an oval co-branded charm attached to a string of pearls.
There’s no word yet on what other offerings the collab may include, or an exact release date.
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LVHM’s acquisition of Tiffany & Co. seems to have spurred a slow but sure rebrand for the jeweler.
In July, the 184-year-old brand debuted an ad campaign that, controversially, distanced itself from its longtime customers with the tagline, “Not Your Mother’s Tiffany.”
Another contentious move, Tiffany launched a campaign that placed Beyoncé and JAY-Z alongside a monumental Jean-Michel Basquiat painting, the color of which Tiffany’s Executive Vice President Alexandre Arnault believed to be “some kind of homage” to the jeweler’s signature blue boxes.
Doubling down on the buzz the controversy generated, the label debuted an advent calendar recreating Basquiat’s Tiffany Blue painting in miniature.
Continuing to court younger consumers, Tiffany collaborated with Daniel Arsham, a fixture in streetwear and art.
Tiffany’s Supreme collaboration ushers the brand into an entirely new era, a shift that hasn’t gone unnoticed by customers.
“Now this is a change and I’m loving it,” a top comment on Tiffany & Co.’s official Instagram reads. “Same, I love this new, fresh look,” another user agreed.
