Tiffany is at it again, teasing us with a new, polarising campaign.
Seeding an upcoming collab with Nike (Nike?!) with a pair of Tiffany colourway AF1s, it seems this is what you get from a 30-year-old executive VP of product and communications marketing to a new-gen customer.
Online chatter in my circles so far suggests it’s a bit of an obvious move for Tiffany and a disappointing one for Nike. Also, what’s with the black and turquoise colour combo; when was that ever good? “To say they look ‘mid’ is an understatement,” said one pundit. Ouch. (General consensus: Dior x Nike did it better.)
‘New Tiffany’ sure knows how to create a buzz. They did it with their ‘Not Your Mother’s’ fly poster campaign in 2021 and with the Basquiat-Beyonce-Jay-Z controversy the same year. I mean, whether we like the product or not, we’re all talking about it and it doesn’t drop til March 7th. I agree the sneaker design feels obvious. But they have accompanied the sneakers with sterling silver accessories – including a whistle, shoehorn, shoe brush and dubrae. (Don’t know what that is? It’s the sneaker tag – and it’s got a cute back story!)
If Tiffany activates the collab in a cool way (and this is LVMH-size budgets we’re talking about), then they might score back some credibility points. We just saw it with the Yayoi Kusama x Louis Vuitton collab. Eye rolls from purists at first, replaced by awe at the scale of retail theatre and immersive digital marketing.
Let’s not forget, Alexandre Arnault is targeting a younger, hype crowd closer to his own demographic, so this sort of collab and campaign speaks to that. At the same time though, the hype beast customer is edging into middle age and may even be tiring of the sneaker-freak lifestyle. Perhaps Arnault and his ilk now need to be looking for the next psychographic to target beyond street wear…
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGE: Tiffany x Nike collaboration
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