The most unexpected streetwear collaboration: Supreme X Louis Vuitton
If we talk to you about Luxury, Philip Plein will surely not come into your first thoughts. This brand, so special, with a strong and special identity, is considered bad taste, fraudulent, or even disastrous for many.
However, this mark is not more horrible than one thinks…
Supreme : to the origins
But before that, let's go back to the 90s.
It was after spending a few years with the famous skater brand "Stüssy" that James Jebbia decided to launch his own brand: Supreme. Located on Lafayette Street in the trendy Soho district of New York, the small shop was a landmark for local skaters, before gradually becoming an essential streetwear brand.
It was after spending a few years with the famous skater brand "Stüssy" that James Jebbia decided to launch his own brand: Supreme. Located on Lafayette Street in the trendy Soho district of New York, the small shop was a landmark for local skaters, before gradually becoming an essential streetwear brand.
The recipe: its visual identity. A white on red logo with the Futura typography very recognizable to streetwear fans. In short, a logo that is probably plagiarized from the work of Barbara Kruger. From this small niche market and the quality of the clothes which seemed much better than other skate brands, James Jebbia decided to realize a reduced production of the products, even if the demand was only increasing.
This is how the brand with the red logo attracted more and more visibility, and kept a fairly prestigious image.
This is how the brand with the red logo attracted more and more visibility, and kept a fairly prestigious image.
But how can such a collaboration exist between Louis Vuitton and Supreme?
In 2017, Supreme reached its peak of popularity and prestige. Everyone knew this brand. Louis Vuitton, a great flagship of luxury, sees an opportunity there for several reasons:
The supreme brand comes from streetwear, a market with dazzlingly growing shares. In addition, the particularly young clientele is an interesting target that is consistent with the marketing plan of the French brand: it wants to modernize. Be open to new trends. The brand wants to be innovative, and wants to attract a new target.
In this collaboration, the two brands have everything to gain: visibility, popularity, prestige (for supreme)…
The supreme brand comes from streetwear, a market with dazzlingly growing shares. In addition, the particularly young clientele is an interesting target that is consistent with the marketing plan of the French brand: it wants to modernize. Be open to new trends. The brand wants to be innovative, and wants to attract a new target.
In this collaboration, the two brands have everything to gain: visibility, popularity, prestige (for supreme)…
All that remains is the icing on the cake: the products they will create together.
And it is unfortunately not very successful...
If the simplicity and sobriety of Supreme's identity have been its strength, it will be the opposite in this collaboration:
The clothes have the unique Louis Vuitton and Supreme logos. As for the overall design, it's overall okay. Too correct for these two brands, with immense popularity in 2017. Paying so much to have a t-shirt printed with a supreme logo with a few louis Vuitton patterns or a bright red sweatshirt with lots of patterns were surely the fastest design and the easiest to do.
We expected a more qualitative and innovative side from the two brands.
The clothes have the unique Louis Vuitton and Supreme logos. As for the overall design, it's overall okay. Too correct for these two brands, with immense popularity in 2017. Paying so much to have a t-shirt printed with a supreme logo with a few louis Vuitton patterns or a bright red sweatshirt with lots of patterns were surely the fastest design and the easiest to do.
We expected a more qualitative and innovative side from the two brands.
If the products were them without more, the objective of the collaboration was successful. Seriously, who hasn't heard of this project once? Peak visibility was reached.
However, for Supreme, this marks the beginning of the end. The red brand saw its popularity decline. Many have become indifferent about this brand later.
