Tiffany & Co. is teaming up with streetwear brand Supreme to launch a seven-piece collection in a bid to refresh its image and appeal to younger customers.
The following written content by Jeannette Neumann
Tiffany & Co. is teaming up with streetwear brand Supreme to launch a seven-piece collection, part of the storied jeweler’s bid to refresh its image and appeal to younger customers.
The collection, which features a white t-shirt with the Supreme logo in Tiffany’s iconic robin egg blue color, is set to release this Thursday. Official images of the pieces, which also include a pearl necklace and a silver pendant, were released Monday. Supreme is owned by apparel producer VF Corp.
The collaboration marks another step in Tiffany’s efforts to broaden its appeal since it was acquired by luxury conglomerate LVMH and expand beyond the old-fashioned image long associated with the jeweler. It has also been selling more pieces that break with the traditional divide of what women and men wear, including a line of male engagement rings launched earlier this year.
LVMH is taking a page from a similar collaboration that its Louis Vuitton brand did several years ago with Supreme, which rejuvenated the French brand and sold well.
The items in the Tiffany-Supreme collaboration are inspired by pieces launched in the 1960s……Read more from Bloomberg.
