Brand collaborations have been a plenty in recent times, and the latest one to hit the market is between Tiffany & Co. and Fendi. This is for Fendi’s iconic Baguette bag's 25th anniversary.
The Fendi bag was made popular due to its cameo on popular television series Sex and the City. In the show, protagonist Carrie Bradshaw, played by Sarah Jessica Parker, says "This isn't a bag. It's a Baguette”. As part of the launch of the bag, Parker also joined forces with Fendi to debut reimagined takes on the Baguette.
According to reports on WWD, Alexandre Arnault, executive vice president of product and communications at Tiffany & Co said the idea of “paying homage” to the Baguette through a Tiffany collaboration made sense. With this partnership, Tiffany & Co. will also be lending its iconic Robin Blue to Fendi’s Baguette bag. Tiffany & Co.’s iconic blue has been trademarked by the company in 1998. In 2001, Tiffany Blue was standardised as a custom exclusively for Tiffany and not publicly available.
This is also the first partnership within the LVMH family for Tiffany & Co. since its very high profile acquisition by LVMH. During the acquisition, analysts said that makeover was expected at the Tiffany & Co. household to appeal to young shoppers and Asian customers. The acquisition also saw the CEO and several high level executives depart from the company.
The acquisition also saw Tiffany & Co. push its boundaries with its campaigns. Most notably it collaborated with street wear powerhouse Supreme, which saw six pieces of jewellery and one T-Shirt being created.
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