Hip-hop’s love affair with high fashion seems stronger than ever in 2020. Following years of being overlooked, the rap world is finally being shown that the love is mutual. Some of the most-rapped-about luxury brands, including Gucci and Louis Vuitton—a label that has famously co-designed accessories and apparel with the likes of Pharrell Williams and Kanye West, have gotten better with embracing the once frowned upon hip-hop culture. Rap artists have become fixtures at the fashion shows, whether sitting front row or hitting the runway. The likes of Pop Smoke, Gunna, Offset and many others have recently strutted their stuff down the catwalks. Even as most of the planned 2020 concerts were cancelled or postponed due to the COVID-19 crisis, rappers have continued to pop up in ad campaigns for luxury labels. Here’s a look at how hip-hop and high fashion have collided in 2020.
Playboi Carti x Givenchy
Since the release of his last album Die Lit, Playboi Carti has had his vocals appear on tracks by Drake and Solange, as well as in a 2020 ad campaign for Matthew Williams’ debut collection for Givenchy. “It was just so fun to hear him say the brand’s name over and over and over, in right and wrong ways,” said Williams, Givenchy’s Creative Director. “That made it extra relevant to me. I wanted the message to be: It doesn’t matter how you say it. Any way is right, as long as it’s your way!”
A$AP Rocky and Tyler, The Creator x Gucci
A$AP Rocky and Tyler, The Creator present vintage vibes in a recently released retro-inspired Gucci Tailoring campaign. The rap stars are captured alongside rock legend Iggy Pop in the ad which was directed by Harmony Korine.
Jennifer Lopez x Coach
One of New York’s finest, Jennifer Lopez always reps for her hometown. For her first foray into designing, Jenny from the Block teamed up with New York label Coach to deliver The Coach x Jennifer Lopez Hutton Bag.
OVO x Dsquared2
When Drake rapped about turning his birthday into a lifestyle he wasn’t playing. Earlier this year, his October’s Very Own brand introduced its second capsule collection with Dsquared2. The latest Dsquared2 x OVO collection features hoodies, track pants, denim jeans and accessories.
Cardi B x Balenciaga
From the streets of the Boogie Down Bronx to the streets of Paris, Cardi B’s presence is always felt. The “WAP” rapper stunts in an ad for Balenciaga’s fall campaign. It was unveiled in front of the historic Musée du Louvre museum.
Erykah Badu x Burberry
Fashion designer Riccardo Tisci’s connection with Erykah Badu runs deep. The current Chief Creative Officer for Burberry first summoned the legendary singer and her energy for Givenchy’s spring 2014 campaign. The two reunited recently when Badu hosted Burberry’s live streamed SS21 runway event.
Travis Scott x Christian Dior
Christian Dior’s Kim Jones chose the perfect model for his Air Dior line. “Franchise” player Travis Scott was hand-picked to show off the Jones orchestrated collaboration between Dior and Jordan Brand, which featured apparel, accessories and the limited edition Air Jordan 1 High OG Dior sneaker.
Photos via Stephane de Sakutin/Getty Images/Dior