In its latest partnership with luxury – and its first with a jeweler – Supreme has an upcoming collaboration with Tiffany & Co.
The New York skate brand and iconic jeweler simultaneously teased the project on their Instagram Channels and posted a video of a young man wearing a white t-shirt and a pearl necklace. The camera zooms in on the spider tattoo on his arm to focus on the necklace with a silver tag dangling from it.
Jewelry is a surprising category for Supreme, often with brands in activewear or outdoor Categories like Nike, The North Face, Vans, Champion, Timberland, Lacoste, Levi’s and Stone Island collaborated.
Working with Louis Vuitton in 2017 in leather goods and clothing helped spark a trend for luxury streetwear , and Supreme followed suit in 2018 with a range of luggage with Rimowa, another brand of the French conglomerate LVMH Moët Hennessy Louis Vuitton.
LVMH added Tiffany & Co. to its brand portfolio in late 2020 and Alexandre Arnault, previously CEO of Rimowa, brought on board as Executive Vice President, Product and Communications.
The connection with Supreme seems to fall under the slogan of one of the jeweler’s recent campaigns, This is Not Your Mother’s Tiffany, as LVMH is the famous American company with a fleet of lively brand ambassadors – including Beyoncé and Jay-Z. – shakes, Blackpink singer and new solo artist Rosé and actresses Tracee Ellis Ross and Anya Taylor-Joy – and attention-grabbing commercials.
It also suggests that Supreme is because of the popularity of men who wear jewelry that has traditionally been perceived as feminine, including pearls.
In recent years, Supreme has also worked with well-known fashion brands such as Junya Watanabe, Jean Paul Gaultier, Yohji Yamamoto and Emilio Pucci.
According to sources, it will be released on Nov. Opened November at Torrestrasse 74, recently the location of an MCM pop-up and previously a retail store operated by Adidas, which presented its collaborations.
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