Over the past two years, more than a dozen luxury brands like Louis Vuitton, Saint Laurent and Marc Jacobs — have featured hip-hop artists in their advertising campaigns, while brands like Versace and JW Anderson have taken things a step further by collaborating with artists like 2 Chainz and A$AP Rocky on products.
This was not always the case. For many decades, hip-hop was seen to be brand-diluting for major luxury houses, who dismissed the growing power of street culture.
In the 80s and 90s, rappers were seen wearing flannel shirts, baggy jeans, sweatpants and bubble jackets and brands like Fubu, Cross Colours, and Sean John were favoured by leading artists like Notorious B.I.G., Dr Dre and Tupac Shakur. Sportswear brands like Adidas and its subsidary Reebok, Nike, Puma and FILA also had their moments.
Today things have completely changed. Luxury brands realized that using street culture codes in their communication / design is a must to target the new generation. We assist on street wear brand collaborating with luxury brand (Fendi x Filla) or luxury brand taking rapper as ambassadors. It’s a new era for luxury. The question is: Is it profitable for those who represent steet culture too.