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.
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.
Disclosure: LVMH is part of a group of investors who, together, hold a minority interest in The Business of Fashion. All investors have signed shareholder’s documentation guaranteeing BoF’s complete editorial independence.
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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 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.
Consumers face less, not more, choice if handbag brands can't scale up to compete with LVMH, argues Andrea Felsted.
As the French luxury group attempts to get back on track, investors, former insiders and industry observers say the group needs a far more drastic overhaul than it has planned, reports Bloomberg.