The luxury jewellery label and New York-based streetwear brand teased their upcoming partnership on Instagram, both posting a video focused on a man’s silver tag pearl necklace, with no text in the caption, only a chain link emoji.

The move comes as Tiffany & Co. is getting a new look at the hands of LVMH’s Alexandre Arnault. The jewellery brand took up a “not your mother’s Tiffany” tagline in June and produced a viral campaign with Beyoncé and Jay-Z, a rarely-seen “Tiffany blue” Basquiat painting from 1982 and the 128.54-carat Tiffany Diamond in August. It won’t be the first time Supreme — which is known for its buzzy collaborations with the likes of Nike, Champion and Stone Island — teamed up with one of LVMH’s luxury labels. In 2017 it partnered with Louis Vuitton, and then Rimowa, helmed at the time by Arnault.

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Decoding the New Tiffany

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.