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.
Featured photo : © Louis Vuitton
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Passionnée depuis son plus jeune âge par l’art et la mode, Hélène s’oriente vers une école de stylisme, l’Atelier Chardon-Savard à Paris, avec une option Communication. Afin d’ajouter des cordes à son arc, elle décide de compléter sa formation par un MBA en Management du Luxe et Marketing Expérientiel à l’Institut Supérieur de Gestion à Paris dont elle sort diplômée en 2020. Elle a notamment écrit des articles lifestyle et beauté pour le magazine Do it in Paris et se spécialise en rédaction d’articles concernant le luxe, l’art et la mode au sein du magazine Luxus Plus.********** [EN] Passionate about art and fashion from a young age, Hélène went to a fashion design school, Atelier Chardon-Savard in Paris, with a Communication option. In order to add more strings to her bow, she decided to complete her education with an MBA in Luxury Management and Experiential Marketing at the Institut Supérieur de Gestion in Paris from which she graduated in 2020. She has written lifestyle and beauty articles for Do it in Paris magazine and specializes in writing articles about luxury, art and fashion for Luxus Plus magazine.