From Run-DMC’s ‘My Adidas’ to Migos’ ‘Versace’, hip hop has a long-standing relationship with fashion. But where rappers once vied to get recognition from haute couture houses, today it’s the labels that are doing the courting. How are luxury brands tapping the cultural cachet of rap royalty?
Influential, artistic and politically engaged, Afropunks embody a bold new approach to identity, music, art and fashion. In the seventh of a series exploring Gen Y and Z tribes, Andrea Graham Richeson looks at a new brand of ‘black cool’ that comes in many different packages.
Brands have long used famous faces in adverts to reliably boost the awareness and sales of their products. But what is it about star endorsements that make people stop and pay attention? And how is a desire for authenticity changing the expectations for celebrity partnerships?
As seen in Fendi’s FW18 collection, ‘logomania’ has returned to the fashion and luxury market. As younger luxury buyers choose to flex their big-ticket purchases on social media and international markets fall in love with heritage narratives, the logo is once again king.
Thanks to their rarity and uniqueness, prized bootlegs can often cost more than the real thing. Gucci is no stranger to the bootleg’s appeal, which is why as part of its 2018 campaign, it teamed up with Dapper Dan – Harlem’s bootleg tailor to hip-hop royalty – who was once a luxury outsider.