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How did the luxury industry finally learn to love hip-hop?

How did the luxury industry finally learn to love hip-hop?

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Rappers and other hip-hop artists have often been rejected by luxury brands, but today, it is rather the opposite that we observe. What’s the value of this reversal?

 

Crowned with a diamond-set thorn halo by Tiffany & Co and draped in Louis Vuitton, Kendrick Lamar, one of the hottest musicians of his generation, was front row at Louis Vuitton‘s Spring/Summer 2023 men’s fashion show in June. And this alongside the iconic supermodel Naomi Campbell. During the show, he didn’t just watch: he also performed 4 songs from his latest album. The show then ended with a touching vocal and visual tribute to Virgil Abloh, culminating in a symbolic event: it was held at the Cour Carré of the Louvre Museum, precisely where Virgil Abloh had organized his very first show as artistic director for the French fashion house.

 

The scene was a telling demonstration of the modern alliance between the luxury industry and hip-hop. For those who witnessed the birth of this musical movement nearly 50 years ago, amidst the total indifference of the luxury world, the adoption of this black art form by such a prestigious House was almost surreal. Yet it has not been a smooth ride: this happy marriage was initially one of appropriation and cross-fertilization.

 

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Featured photo : © Louis Vuitton

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