{"id":72892,"date":"2021-11-09T15:50:47","date_gmt":"2021-11-09T14:50:47","guid":{"rendered":"https:\/\/test2023.luxus-plus.com\/?p=72892"},"modified":"2021-11-09T15:50:53","modified_gmt":"2021-11-09T14:50:53","slug":"supremes-cheeky-success-with-luxury-brands","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/supremes-cheeky-success-with-luxury-brands\/","title":{"rendered":"Supreme’s cheeky success with luxury brands "},"content":{"rendered":"

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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?<\/h4>\n

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Supreme<\/strong>, 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<\/strong>. The jewels are inspired by pieces launched in the 60’s<\/strong> and cleverly play on the dichotomy between luxury and street<\/strong> by borrowing the idea of the famous key rings “PLEASE RETURN TO” that already exist at Tiffany & Co. revisited with Supreme as an address.<\/p>\n

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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.<\/p>\n

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Key\/knife \u00a9 Tiffany & co x Supreme<\/em><\/figcaption><\/figure>\n

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Streetwear and luxury brands<\/h2>\n

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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 <\/strong>or Balenciaga<\/strong> 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<\/em>“.<\/p>\n

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Supreme x Lacoste \u00a9 Supreme<\/em><\/figcaption><\/figure>\n

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As an example, we can mention the French brand Lacoste<\/strong>. This brand came from the world of tennis and was co-opted by streetwear. The Lacoste x Supreme<\/strong> 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, piqu\u00e9 shorts and long-sleeved polo shirts, but also a 90s-inspired tracksuit.<\/p>\n

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Accessible luxury<\/h2>\n

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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<\/strong>, and Supreme has quickly understood this.<\/p>\n

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By collaborating with brands that would be their “opposite”, they create surprise and desirability. In 2017, it’s the consecration for Supreme. Louis Vuitton<\/strong> presented at Paris Fashion Week<\/strong> 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.<\/p>\n

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Louis Vuitton x Supreme \u00a9 Getty images<\/em><\/figcaption><\/figure>\n

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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<\/strong>, in 2018 or with Emilio Pucci<\/strong> in 2021.<\/p>\n

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With Supreme and the access to street culture<\/strong>, luxury becomes “accessible”, in the sense of wearable by the common man. Generation Y and Z recognize themselves in this “younger” and trendy luxury<\/strong>.<\/p>\n

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Une publication partag\u00e9e par Supreme (@supremenewyork)<\/a><\/p>\n<\/div>\n<\/blockquote>\n