Tiffany and Supreme tease new collab on social media

By

Godfrey Deeny

Published
Nov 8, 2021

Tiffany and Supreme have tantalized fans with matching postings on their Instagram accounts heralding a new collab between the giant jeweler and the streetwear label.

 
Both brands posted 20-second videos shot from a high angle of a pensive young man – Supreme team rider San Pablo - with a spider tattoo on his arm and attired in a simple white T-shirt and pearl necklace.
 
“Please return to Supreme New York 925,” reads the lettering on the faux military dog tag attached to the necklace, referring to the percentage grade of American sterling silver used by the jeweler.

Dry static accompanies the video, which appeared over the weekend on the @Tiffanyandco Instagram account of the New York jeweler, and the skateboard culture influenced label account @Supremenewyork.
 

The jewelry brand has been on a full-court hipster press all autumn. Its latest postings feature Hailey Bieber bedecked in diamond and emerald bracelets and rings; while the brand also swaddled Kim Kardashian in a bracelet of over 14 total carats; a ring of over 7 total carats and earrings of over 4 total carats when the TV celeb attended the Wall Street Journal’s recent annual Innovator Awards.
 
While their global campaign with Beyoncé and Jay Z has been plastered from Times Square to seemingly everywhere on the Internet.
 
Commented one Supreme follower archly: “Please tell me it’s a necklace and not an NFT.” While a fan of Tiffany enthused: “This is the collaboration we have been waiting for!”
 
Remarkably, despite its relative youth – Supreme was founded in 1994 – it has more followers than Tiffany – founded in 1837. The downtown brand beats the tony uptown luxury marque 13.3 million to 12.7.

 
The Supreme link-up marks the latest move by Tiffany Chairman Michael Burke and Alexandre Arnault, the scion of the French family which controls LVMH and bought Tiffany last year. Arnault, responsible for product and communications at Tiffany, previously inked a collab with Supreme with Rimowa, when he was the CEO of the German luggage maker. As CEO of Louis Vuitton, Burke reinvented the paradigm with a collaboration with Vuitton which helped ignite the whole luxury streetwear movement.
 
Apart from Vuitton, Supreme’s partnerships have been relatively mundane, with tie-ups with the likes of Nike, Lacoste, Timberland and Vans.