How the Nahmias x Marty Supreme jacket became the film’s entire marketing campaign
How a Nahmias x Marty Supreme jacket moved through celebrities, resale markets and A24’s orbit, becoming the film’s entire marketing campaign
In 2025, the year’s most unexpected piece of film marketing may have been a jacket. Designed by Los Angeles label Nahmias and worn by Timothée Chalamet while promoting A24’s Marty Supreme, the windbreaker travelled through a network of celebrities, athletes and creators—eventually becoming the film’s most recognisable symbol, and one of the most talked-about fashion moments of the year.
Founded in 2018 by Doni Nahmias, the nonchalant, “if you know, you know” label collaborated with Chalamet on what began as a one-off track jacket bearing the title of Marty Supreme. Though initially intended as a singular piece, the jacket was later released as official film merchandise and gradually adopted by a wide circle of high-profile wearers.
Inspired by American table tennis icon Marty Reisman, the film provided the narrative backdrop. Yet, it was the jacket that quickly transcended the screen, shaping both its visual identity and a pivotal moment in Nahmias’s rise in the cultural zeitgeist.
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Inside the Creative Partnership Behind the Nahmias x Marty Supreme Jacket
The jacket was the result of a creative partnership between Doni Nahmias, Timothée Chalamet and the actor’s longtime stylist Taylor McNeill.
Nahmias had already worked with Chalamet the year prior, creating a hoodie for the release of A Complete Unknown. The designer has also worked with McNeill on several occasions, including producing a T-shirt for Kendrick Lamar—one of McNeill’s clients—worn during last year’s Super Bowl halftime show.
What began as a styling collaboration, however, soon evolved into something far more unusual.
The Celebrity Network Behind the Marty Supreme Jacket’s Rise
What set the drop apart was not scale or saturation, but movement. Orchestrated through Chalamet’s personal outreach, the jacket was sent to a carefully curated group of individuals he personally identified as “great.”
The recipients spanned vastly different worlds: athletes such as Tom Brady, Stephen Curry, Michael Phelps, Lamine Yamal and Declan Rice; cultural figures including Susan Boyle, Patti LuPone, Bill Nye and Ringo Starr; and pop or fashion personalities like Kylie and Kendall Jenner, Kid Cudi, Frank Ocean, Charli XCX, and Justin and Hailey Bieber
Each appearance felt less like a placement and more like a symbolic handoff, turning the Nahmias x Marty Supreme jacket into the celebrity equivalent of The Sisterhood of the Travelling Pants and allowing it to gather significance with every new wearer.
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The Jacket as Film Marketing: Building Marty Supreme’s Visual Identity Around a Single Object
Although the collaboration included additional pieces, the marketing was built almost entirely around this single, instantly recognisable object.
Rather than relying on plot exposition, traditional trailers, or overt messaging, they treated the jacket as a visual shorthand for the film’s tone and ethos. It appeared consistently across posters, press imagery, and public sightings, functioning as a logo without feeling like one.
This fashion-forward move positioned Marty Supreme at the intersection of cinema and style, enabling it to circulate organically through editorial and cultural spaces—the lack of explanation only added to its appeal.
From Promotional Prop to Fashion Status Symbol: The Nahmias Jacket’s Resale Signal
Notably, the jacket was not conceived as a conventional piece of merchandise. It was initially intended to exist solely within the film’s promotional universe, worn by Timothée Chalamet throughout the press cycle. Only after it had already achieved cultural traction did A24 decide to release it to the public.
When it finally launched, it retailed at approximately $250, far below Nahmias’ usual outerwear price point of ~$600. This decision expanded access without lessening its significance.
By then, the piece had already been circulating widely online, appearing across social media, fashion editorials and red-carpet sightings. Demand quickly outpaced supply, and within weeks, the Nahmias x Marty Supreme jacket was reselling for more than €2,000 on secondary markets. The momentum spilled beyond the film’s immediate orbit: GQ later described it as “the defining garment of 2025”, while Vogue counted it among the year’s most influential fashion items.
Why the Nahmias x Marty Supreme Strategy Worked in an Algorithmic Media Era
Timing played a crucial role in the campaign’s success. As algorithm-driven visibility and highly engineered brand storytelling have become the norm, audiences have grown increasingly wary of overt marketing. Cultural authority now moves more fluidly through individuals than through institutions, and Timothée Chalamet’s role within the project reflected that evolution.
Not an ambassador, Chalamet’s involvement resembled curation, selecting and circulating the jacket among figures he admired. The gesture carried a credibility that conventional endorsements rarely achieve, making the campaign feel selective, human and unforced.
A24’s Expanding Ecosystem: Where Cinema, Fashion and Art Intersect
A24’s involvement further reinforced this approach. Long associated with auteur-led storytelling and cultural literacy, the studio has consistently blurred the boundaries between cinema, fashion, and art.
Marty Supreme aligned perfectly with this ethos, privileging symbolism and lasting cultural resonance over immediate visibility. The campaign trusted the audience to recognise meaning without instruction.
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The Marty Supreme Moment That Repositioned Nahmias in Luxury Fashion
Beyond promoting the film, the collaboration fundamentally shifted Nahmias’ brand positioning. Doni Nahmias, who grew up in Santa Barbara’s surf-and-skate culture before launching his namesake brand in 2018, built his work around a relaxed Californian sensibility. Before Marty Supreme, the label occupied an insider corner of the luxury market—worn by tastemakers and athletes, including Charles Leclerc—yet was still largely outside mainstream recognition.
At first glance, a campaign of this scale might have been expected to dilute that exclusivity. Instead, it did the opposite, amplifying it. And in this process, Nahmias emerged not as a brand borrowing relevance from cinema, but as a cultural participant on equal footing.
When a Garment Becomes the Campaign: The Nahmias Jacket’s Legacy
There, something rare happened: The Nahmias x Marty Supreme jacket did not simply support the marketing—it became the marketing itself.
More than a successful collaboration, it showed how a single object, deployed with cultural intelligence, can carry an entire narrative. The visibility the jacket generated has since propelled Nahmias into a new phase, including a widely watched Fall/Winter 2026 show in Paris last January.
Reflecting on that moment ahead of the presentation, Nahmias told Vanity Fair that watching Timothée Chalamet approach his work had pushed him to think more deliberately about every decision behind the collection. “There has to be a reason for everything we do,” he said. “It really inspired me to be better in everything I’m doing.” In that sense, the Nahmias x Marty Supreme jacket did more than promote a film—it mapped out how fashion, cinema and celebrity culture may intersect in the years ahead.
Veronika А. Boyajian
Master’s Alumna in Fashion Promotion, Communication & Digital Media