Tiffany’s new course looks to Supreme, with rumors of a capsule collection created in partnership between the two brands and with the classic Supreme red replaced by the well-known Tiffany blue. The collection should include pearl and silver necklaces, a key-shaped pocket knife with studs and a bracelet. The French giant LVMH that controls Tiffany is pushing for a change in the strategy of the brand’s image through the advertising campaign “Not your mother’s Tiffany”, a slogan that announces the new course in the wake of the older claim of a well-known US car manufacturer (‘ Not your father’s Oldsmobile’) A sign of change was also the choice to involve Beyoncé and Jay-Z as the faces of Tiffany. The American superstar sang the famous song sung by Audrey Hepburn in the classic film ‘Breakfast at Tiffany’s’ in a video for the jewelery house. Little black dress, long gloves and a diamond with maxi proportions around the neck, the musician was the first black woman to wear the famous 128.54-carat yellow diamond, until now worn by only three people, one of which is the actress of the cult film. The maison’s Istagram profile is also revealing images that are decidedly different from the traditional elegance that has characterized its communication so far.
