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Collaborations with luxury brands are multiplying for Supreme, the most recent being with Tiffany. But how to explain the success of the New York brand with high-end firms?
Supreme, the streetwear brand born in New York in 1994, never ceases to amaze with its collaborations with luxury brands. The latest one? A collaboration between the cult skateboard brand and the jewelry house Tiffany & Co. The jewels are inspired by pieces launched in the 60’s and cleverly play on the dichotomy between luxury and street by borrowing the idea of the famous key rings “PLEASE RETURN TO” that already exist at Tiffany & Co. revisited with Supreme as an address.
There will also be a key hiding a pocketknife, a pearl necklace and a “box logo” t-shirt in the recognizable blue of the jewelry house. The collection will be available from November 11 in Supreme stores.
Streetwear and luxury brands
But what explains the success of these various collaborations? First of all, we have seen a turnaround in fashion in recent years. It is no longer surprising to see looks inspired by street culture. Between jogging, vintage sweatshirt and other sneakers, the fashion of rappers, basketball players and skaters enters the conventional wardrobe. The luxury brands are not mistaken and offer more street pieces, to please a new demand. Chanel, Dior or Balenciaga surf on the trend by releasing their sweatshirts, caps and sneakers. These pieces remain in the spirit of the brand, while dusting off a fashion a little too “snobbish“.
As an example, we can mention the French brand Lacoste. This brand came from the world of tennis and was co-opted by streetwear. The Lacoste x Supreme collection was launched a year after Supreme opened its Paris branch and it helped immerse the French brand in the skate and streetwear scene. The collection unveiled a range including a tennis sweater, piqué shorts and long-sleeved polo shirts, but also a 90s-inspired tracksuit.
Accessible luxury
Supreme, although a streetwear brand, remains a brand that has a cost. We find a lot of resale of its unpublished collaborations on second hand websites, because the pieces are snatched at a crazy speed. The limited edition makes the product rare and desirable, and Supreme has quickly understood this.
By collaborating with brands that would be their “opposite”, they create surprise and desirability. In 2017, it’s the consecration for Supreme. Louis Vuitton presented at Paris Fashion Week their collaboration around clothing and accessories at the crossroads of styles. Sneakers and colorful caps, slippers and moccasins, watches and baseball bats … between luxury and streetwear, high fashion and urban fashion.
This is a big coup for the luxury world. Louis Vuitton “rejuvenates” its image by collaborating with a global player in streetwear and Supreme validates its credibility with luxury brands. This will lead to the collaborations we know, like with Rimowa, in 2018 or with Emilio Pucci in 2021.
With Supreme and the access to street culture, luxury becomes “accessible”, in the sense of wearable by the common man. Generation Y and Z recognize themselves in this “younger” and trendy luxury.
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The 2021 winners of the Geneva Watchmaking Grand Prix were unveiled on Thursday 4 November at a festive prize-giving ceremony to mark the event’s 20th anniversary. It was Bulgari’s Octo Finissimo watch that received the Aiguille d’Or, the most prestigious award.
Conducted by Edouard Baer, the award ceremony for the 2021 edition of the GPHG honoured contemporary watchmaking excellence and creativity. 19 prizes were awarded by the thirty-member jury chaired by Nick Foulkes, British historian, author and journalist.
The Aiguille d’Or, the supreme award, went to Bulgari for the Octo Finissimo watch. This is the first time an Italian brand has won this award. “I am very moved tonight because it is one of our mechanical watches that has won this prize, it is the consecration of several years of work“, said Jean-Christophe Babin, CEO of Bulgari.
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The 2021 winners of the Geneva Watchmaking Grand Prix were unveiled on Thursday 4 November at a festive prize-giving ceremony to mark the event’s 20th anniversary. It was Bulgari’s Octo Finissimo watch that received the Aiguille d’Or, the most prestigious award.
Conducted by Edouard Baer, the award ceremony for the 2021 edition of the GPHG honoured contemporary watchmaking excellence and creativity. 19 prizes were awarded by the thirty-member jury chaired by Nick Foulkes, British historian, author and journalist.
The Aiguille d’Or, the supreme award, went to Bulgari for the Octo Finissimo watch. This is the first time an Italian brand has won this award. “I am very moved tonight because it is one of our mechanical watches that has won this prize, it is the consecration of several years of work“, said Jean-Christophe Babin, CEO of Bulgari.
[…][/vc_column_text][vc_cta h2=”This article is reserved for subscribers.” h2_font_container=”tag:h2|font_size:16|text_align:left” h2_use_theme_fonts=”yes” h4=”Subscribe now !” h4_font_container=”tag:h2|font_size:32|text_align:left|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE !” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Ftest2023.luxus-plus.com%2Fen%2Fsubscriptions-and-newsletter-special-offer-valid-until-september-30-2020-2-2%2F”]Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters…
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