The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
After both parties teased news of the partnership on Instagram over the weekend, Supreme announced details of its tie-up with the American jeweller called the ‘Return to Tiffany’ collection.
The centrepiece of the collection is a version of the brand’s signature heart-shaped pendant, inscribed with the phrase “please return to Supreme.” Inspired by pieces the jeweller originally designed in the 1960s, the collection also features heart tag stud earrings, a heart knife key ring and a minimalist T-shirt bearing the Supreme logo.
Though the streetwear brand is no stranger to collaborations, partnering with a luxury jeweller was a bit of an unexpected move. Supreme’s past team-ups have primarily been across the activewear and streetwear spaces, including with the likes of The North Face, Vans, Stone Island, Nike and Comme des Garçons.
Tiffany’s involvement with the American streetwear brand is the latest indication of the 184-year-old brand’s new direction under the LVMH ownership and chief executive Alexandre Arnault. So far this year, the LVMH label’s revamp has included a contentious “not your mother’s Tiffany” campaign as well as a high profile campaign featuring Jay-Z and Beyoncé.
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The collection is set for release on Nov. 11 worldwide, with a delayed launch date of Nov. 13 in Japan.
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This week, a Tiffany campaign featuring Beyoncé, Jay-Z, a Basquiat painting and a 128.54-carat diamond offered a window into how LVMH is bringing its playbook to its largest-ever acquisition and the advantages and challenges of marketing brands rooted in the 19th century in today’s world.
The luxury goods maker is seeking pricing harmonisation across the globe, and adjusts prices in different markets to ensure that the company is”fair to all [its] clients everywhere,” CEO Leena Nair said.
Hermes saw Chinese buyers snap up its luxury products as the Kelly bag maker showed its resilience amid a broader slowdown in demand for the sector.
The group’s flagship Prada brand grew more slowly but remained resilient in the face of a sector-wide slowdown, with retail sales up 7 percent.
The guidance was issued as the French group released first-quarter sales that confirmed forecasts for a slowdown. Weak demand in China and poor performance at flagship Gucci are weighing on the group.