Leave it to Supreme and Tiffany & Co. to quietly break the internet on a Sunday afternoon. The two powerhouses of the streetwear and jewellery worlds are uniting on an edit of instantly iconic pieces, the first of which features a silver pendant strung on a string of pearls. Worn by Supreme team rider Sean Pablo – who incidentally looks a little bit like Brooklyn Beckham – the small tag bears the words “Please return to” along with Supreme’s insignia; “New York” in reference to both brands’ US roots; and “925”, Tiffany’s sterling silver marker.
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First rumoured in September, the tie-up marks Tiffany & Co.’s mission to diversify its output under its new tagline: “This is Not Your Mother’s Tiffany.” In order to make a splash as a zeitgeisty player, the blue box behemoth enlisted Jay-Z and Beyoncé to star in a blinged-out campaign, featuring its famed yellow diamond and a previously unseen Basquiat painting. It balanced the blockbuster production, which spared no expense, with a pledge to help minority art students via a Tiffany & Co. About Love Scholarship Program. Since then, Hailey Bieber and NBA champ Kyle Kuzma have injected Tiffany & Co.’s Instagram page with a new sense of grit and glamour.
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This youth-centric vision is largely down to Alexandre Arnault, the former CEO of Rimowa who revamped the luggage label thanks to unions with cool, culturally-aware brands, including Supreme. Now executive VP, product & communication, at Tiffany & Co., his reach can be felt in the language used to communicate the new cult collab: a single emoji of a chain link; the equivalent of a social media mic drop.
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Although few specifics are known about the entire product line-up, hypebeasts are positing that a luxury pocket knife and a logo tee will accompany the sterling silver offering. With a galaxy of stars now acting as brand ambassadors, the bets are on as to who will wear Supreme X Tiffany first. Naturally, Bey and Jay will have first dibs, but will the pop diva really swap her yellow rock for a tag neck charm?
Editor
Alice NewboldCredit
Lead Image: @haileybieber via Instagram
