Background: Tiffany & Co are the luxury jewellery brand known for that iconic blue box. And Supreme are the US streetwear brand known for that iconic red and white label. They're also famous for doing collabs and being worn by celebs like Kanye (soz, Ye) and Rihanna.

What happened: Tiffany & Co were bought out by iconic luxury fashion house LVMH in January this year, and since then, the company's been on a rebranding rampage. They've used Beyoncé and Jay Z...and named a campaign 'Not Your Mother's Tiffany'.

What else: Now, Tiffany have collaborated with Supreme to release their famous 'Return To Tiffany' collection...but with a twist: 'Return to Supreme'.

So what's the key learning?

💡Collaborations between brands are all the rage right now, because a rising tide can float all boats.

💡Think about it...We've got:

1. Increased brand reach - when two brands with two different customer bases collab, they both get access to a whole new audience.
2. Increased attention - brand collabs can create a media storm, which can lead to increased sales.
3. Higher profits - collab pieces tend to be more exclusive, and therefore more expensive.

💡In this case, Tiffany & Co get a major Gen Z energy boost, and Supreme get a sparkly, fine shine that might make them appeal to a more refined audience.