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Thêm một dự án hợp tác đình đám của làng mốt: Supreme x Tiffany & Co.

Posted By sanfiname Posted On Comment (249)

Thêm một dự án hợp tác đình đám của làng mốt: Supreme x Tiffany & Co.


Bắt đầu từ Gucci và Balenciaga chiếm trọn trang chủ trên mỗi mặt báo thời trang hồi đầu năm, Dior Men và Travis Scott, Miuccia Prada và Raf Simons… cho đến những ngày gần đây là Fendi kết hợp với cả Versace và Skims, Moncler tiếp tục cùng Genius cho ra mắt Gentle Monste… Và bây giờ, làng mốt đang ngóng đợi xem Supreme đã thổi làn sóng streetswear mạnh mẽ vào trang sức Tiffany & Co như thế nào.

Sau khi đăng tải một đoạn video ngắn 20 giây trên tài khoản Instagram vào tuần trước, Supreme và Tiffany không tiết lộ bất kỳ chi tiết nào thêm ngoài hình ảnh một chàng trai trẻ mặc áo phông trắng và đeo vòng cổ ngọc trai. Đoạn clip đặt trọng tâm vào chiếc vòng cổ ngọc trai với mặt dây chuyền bạc hình bầu dục có dòng chữ “Please return to…” với logo Supreme ngay bên dưới cùng “New York“ và “925” mang những ý nghĩa biểu tượng của cả hai thương hiệu. 

Tuy nhiên, giờ đây, thông tin hợp tác giữa hai thương hiệu đã chính thức được xác nhận. Bộ sưu tập mang tên Return To Tiffany® – đánh dấu sự hợp tác giữa Supreme và Tiffany & Co. sẽ ra mắt, bao gồm mặt dây chuyền, dây chuyền, vòng tay, hoa tai, nhẫn và dây đeo chìa khóa. Bộ sưu tập sẽ mang hình ảnh biểu tượng của Supreme hoà cùng màu xanh vỏ trứng đặc trưng của Tiffany.

Theo đó, Supreme và Tiffany & Co quyết định làm mới các mẫu trang sức từ thập niên 1960 của hãng kim hoàn Mỹ. Tất cả đều có chữ “Please return to…” (Làm ơn hoàn trả lại), cùng với logo Supreme. Dòng chữ “Please return to” đã trở thành câu nhận dạng kinh điển của Tiffany & Co từ năm 1966 đến nay.

Thêm một dự án hợp tác đình đám của làng mốt: Supreme x Tiffany & Co. - Ảnh 1
Thêm một dự án hợp tác đình đám của làng mốt: Supreme x Tiffany & Co. - Ảnh 2
Thêm một dự án hợp tác đình đám của làng mốt: Supreme x Tiffany & Co. - Ảnh 3
Thêm một dự án hợp tác đình đám của làng mốt: Supreme x Tiffany & Co. - Ảnh 4
Tiffany & Co cùng Supreme tái thể hiện bộ sưu tập này theo một phong cách hypebeast trẻ trung.
Tiffany & Co cùng Supreme tái thể hiện bộ sưu tập này theo một phong cách hypebeast trẻ trung.

Lúc ấy, thương hiệu Mỹ này bán ra một số móc khóa bằng bạc. Trên móc có dòng chữ “Please return to Tiffany & Co. New York 925” (Hãy gửi trả lại Tiffany & Co New York). Người mua móc khóa này sẽ ghi chú thông tin liên lạc tại cửa hàng Tiffany & Co ở New York. Nếu bị đánh rơi, chìa khóa có thể được chuyển về cửa hàng Tiffany & Co, nơi sẽ chịu trách nhiệm liên lạc với chủ nhân của nó. Số 925 hàm nghĩa rằng móc khóa được làm bằng bạc sterling.

Chiếc móc khóa này vốn chỉ là một dịch vụ để Tiffany & Co giúp đỡ các khách hàng của mình. Nhưng rồi nó trở thành một biểu tượng nhận diện của thương hiệu. Và nay, Tiffany & Co cùng Supreme tái thể hiện bộ sưu tập này theo một phong cách hypebeast trẻ trung.

Trong một bài đăng trên Instagram, Supreme cho biết tất cả các món đồ đều có bạc sterling, trong khi Vòng cổ ngọc trai Oval Tag được làm bằng ngọc trai nước ngọt. Một chiếc áo phông có logo hình hộp với màu xanh trứng cá tính đặc trưng của Tiffany chắc chắn sẽ là một hot item.

Giai đoạn gần đây  Supreme có những cú bắt tay với các thương hiệu xa xỉ. Nhưng trang sức vẫn là một danh mục đáng ngạc nhiên đối với Supreme khi trước đó thương hiệu này thường xuyên kết hợp với các thương hiệu từ trang phục năng động hoặc hoạt động ngoài trời như Nike, The North Face, Vans, Champion, Timberland, Lacoste, Levi’s và Stone Island.

Sự hợp tác năm 2017 với Louis Vuitton về hàng da và quần áo đã giúp khơi dậy xu hướng thời trang dạo phố sang trọng, và Supreme tiếp nối vào năm 2018 với một loạt các sản phẩm hành lý với Rimowa, một thương hiệu khác thuộc sở hữu của tập đoàn LVMH Moët Hennessy Louis Vuitton của Pháp.

Thêm một dự án hợp tác đình đám của làng mốt: Supreme x Tiffany & Co. - Ảnh 5
Tiffany & Co. lại tiến một bước gần hơn tới với mục đích mở rộng thị trường, tiếp cận đa dạng các nhóm đối tượng khách hàng.
Tiffany & Co. lại tiến một bước gần hơn tới với mục đích mở rộng thị trường, tiếp cận đa dạng các nhóm đối tượng khách hàng.

Trong khi đó, có vẻ như sự tham gia của LVMH và màn bổ nhiệm Alexandre Arnault cho vị trí phó chủ tịch điều hành vào đầu năm 2021 đang mang lại loạt thay đổi tích cực cho thương hiệu trang sức nước Mỹ. Mang về hợp đồng hợp tác cùng Supreme, có vẻ Tiffany & Co. lại tiến một bước gần hơn tới với mục đích mở rộng thị trường, tiếp cận đa dạng các nhóm đối tượng khách hàng và quan trọng nhất, đánh thẳng vào sự hứng thú của Gen Z đối với thời trang.

Mối quan hệ với Supreme dường như nằm trong mục đích của những chiến dịch gần đây của hãng trang sức, khi LVMH bắt tay công ty Mỹ lâu đời với một đội ngũ đại sứ thương hiệu nổi tiếng – bao gồm Beyoncé và Jay-Z , Ca sĩ Rosé của nhóm nhạc Kpop, và các nữ diễn viên Tracee Ellis Ross và Anya Taylor-Joy – và loạt series quảng cáo có tác động lớn.

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