This is definitely not your mother’s Tiffany.
Tiffany & Co. dropped a collaboration with streetwear brand Supreme on Thursday in a move to help the 184-year-old jeweler attract more millennial and Gen Z shoppers.
It’s the American luxury brand’s latest attempt to appeal to younger customers, and lessen its dependence on engagement rings at a time when fewer people are getting married. It was acquired by LVMH for almost $16 billion in January — when it raised eyebrows by launching a campaign using the slogan “Not Your Mother’s Tiffany” that offended some longtime customers.
Supreme, which was acquired by VF Corporation in November 2020, has grown its audience relatively quickly since opening its first store in 1994. Supreme is known for a loyal fanbase that lines up for the latest product releases. Supreme originally targeted New York-based skaters, but has since collaborated with more than 50 brands and artists, including Lacoste, Emilio Pucci and Nike
Alexandre Arnault, the vice president of product and communications at Tiffany & Co., is also the former CEO of high-end luggage maker Rimowa — where he previously collaborated with Supreme on a $1,600 carry-on.
And this isn’t Tiffany’s first streetwear company collab. The company also launched a jewelry collection with Dover Street Market in 2019.
Tiffany first posted a sneak peek to the seven-piece collection with Supreme on its official Instagram account last weekend. The Tiffany & Co. x Supreme “Return to Tiffany” collection features a heart tag pendant ($450), an oval tag pearl necklace ($300), a star bracelet ($450), heart tag stud earrings ($300), a heart knife keyring ($525), an oval tag keyring ($300) and a t-shirt ($54). The designs, inspired by Tiffany pieces that originally launched in the 1960s, recognize each brand by incorporating Tiffany’s iconic heart pendant along with Supreme’s box logo.
The name also references the original ‘Return to Tiffany’ collection from 1966, when the jeweler first began selling key tags featuring the now-famous “Please Return to Tiffany & Co. New York” phrase for $11. Shoppers have to shell out $1,100 for a similar pendant in 2021, however.
Tiffany & Co. has also tried to attract younger consumers by partnering with celebrities such as Beyonce and Jay Z, Hailey Bieber and Wizards star Kyle Kuzma as brand ambassadors.
Reps from both companies were not immediately available for comment.
The collection was released online on Thursday at 11 a.m. ET in the U.S., and Nov. 13 at 11 a.m. JST in Japan.