The luxury jewellery and homeware brand is looking to expand its consumer market beyond Upper East Side dwellers and soon-to-be-engaged Millennials this fall.
When you think of Tiffany & Co., you’re likely to think of the dainty, classic, minimal aesthetic of the 1960s, emulated most famously by Audrey Hepburn.
The brand has been a long-time seller of luxury goods and coveted diamonds worth millions, the stuff of dreams for women and girls around the world.
Tiffany & Co.’s most recent campaign featured Jay-Z and Beyonce, with Bey sporting a rather controversial blood diamond Tiffany necklace only worn previously by two celebrity icons – Ms. Hepburn and Lady Gaga.
So it’s slightly unsurprising that following this million-dollar PR boost from the music industry’s biggest power couple, a collaboration with hypebeast brand Supreme would be next on the agenda.
Tiffany and Co. is unsubtly looking to capture the Gen-Z market with their latest tagline ‘This Is Not Your Mother’s Tiffany’. The collaboration’s initial response on social media?
Tiffany & Co.’s partnership with Supreme suggests a divergence from its typically established and sophisticated clientele to a younger, progressive, and rebellious generation.
Alexandre Arnault, the brand’s new executive vice president is cited as responsible for igniting this spark within the company. He was previously the CEO of Rimowa, a luxury luggage line, and piloted suitcase collaborations with high-end brands like Dior, Moncler, and Supreme itself.
To attract and embody the vibe of a younger customer group, the Tiffany x Supreme’s initial promo adapts a gender fluid feel, with the brand’s iconic ‘Return To Tiffany’ heart pendant on a freshwater pearl necklace – worn by American skateboarder Sean Pablo.
Pablo is well-known for his tattooed, grungy aesthetics, as well as his previous high-profile collaborations with Converse streetwear brand PARADISE.
The choice to use men for the collaborations initial launch opens the jewellery brand to men in a way it has rarely done before.
Each of the items include the Heritage 925 engraving, aside from a t-shirt which trades the traditional red Supreme logo for the famous turquoise blue of Tiffany’s jewellery boxes.
Other known items included are a luxury key/pocketknife, heart tag keyring, star-shaped bracelet, heart-shaped earrings, and an army tag chain – with more estimated to be released.
This may have been an unexpected or even seemingly off brand business decision for Tiffany & Co. just a few years ago, but with the rise of hypebeast culture and Gen-Z’s inclination to mix vintage and modern styles together, it totally works.
Credit: Tiffany & Co. x Supreme
As Supreme drops are usually highly exclusive, so is the Tiffany x Supreme collection.
The items go on sale from November 11th, with Supreme encouraging shoppers in Berlin to sign up for the release event in the official store so that they don’t miss out.
Experts are suggesting luxury brands must focus on Gen-Z if they want to stay afloat in the future, and it looks like Tiffany has hit the nail on the head.
Tiffany & Co. has mixed their timeless, sterling silver styles with one of the most hyped luxury brands of our generation – and if you know anything about Supreme, you’ll know it’s bound to be a hit.
Deputy Editor & Content Partnership ManagerLondon, UK
I’m Jessica (She/Her). I’m the Deputy Editor & Content Partnership Manager at Thred. Originally from the island of Bermuda, I specialise in writing about ocean health and marine conservation, but you can also find me delving into pop culture, health and wellness, plus sustainability in the beauty and fashion industries. Follow me on Twitter, LinkedIn and drop me some ideas/feedback via email.
From getting outside to tweaking your routine, these small changes make a big difference.
Every year, winter rolls around and smacks me in the face. I know it’s coming – and yet I remain naive to its impact on my mental state.
I’ll be half way through December before I realise the nagging sense of doom I’m feeling isn’t just ‘me’. My body’s been contending with dwindling sunlight, freezing temperatures, and a...
A study involving 10,189 participants of a variety of ages, genders, cultures, and ethnicities showed that the key to curbing anger is reducing physiological arousal – not indulging in it by venting.
From time to time, we all feel the urge to vent about a problem that’s been weighing heavy on our minds.
My dearest colleagues could tell you about the numerous times I’ve asked: ‘can I just say something?’ paused...
High-end brands are failing to resonate with younger customers. What does this mean for the future of fashion?
For luxury fashion brands, Gen Z are a confusing bunch. They have money to spend (with many of their cohort approaching the latter end of their twenties, and a healthy bunch splurging on frivolities like bespoke tinned fish and £25 smoothies), exposure to brand mythologies, and a desire to express themselves through...
TikTok’s latest colloquial term ‘swag gap’ refers to couples or partners who have an obvious difference in aesthetic and style choices. Could you be part of a ‘swag gap’ couple?
TikTok has graced us with another new slang term, this time focusing on couples and their outfit choices. Yes, really.
A ‘swag gap’ relationship refers to a partnership in which one person makes significantly more effort to look good than...
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.
0 comments
