LUXE TREND 22
THE RELATIONSHIP BETWEEN LUXURY AND HIP HOP
The MTV Video Music Awards is a post-post-modernist spectacle and a showcase of the latest in music culture. The VMAs are designed to present not just music video accomplishments (YouTube is now the music channel of choice), but also how music artists bring innovative style to popular culture. With Hip Hop artists holding the majority in that music roster, the VMAs attract a highly desirable audience pool of young consumers.
In our age of popularity metrics ruled by social media, we now look at Hip Hop artists (2 Chainz, Drake, Desiigner, ASAP Rocky, Big Sean and Travis Scott) to gauge how a brand is scaling the trending ladder.
Hip Hop artists are fearless at mixing video and audio samples of rap and pop along with poetry, into a multimedia collage that is hard to ignore. These artists also use luxury products not just as status symbols but as important prerequisites of expression of their status. Luxury brands are happy to oblige, creating custom products and costumes exclusively for them. Their lyrics are often filled with references to luxury brands. According to this article from CNN the most mentioned brands are Gucci and Lexus.
Poetry is a most powerful weapon and it is at the roots of the Hip Hop movement. The messages in lyrics by Kendrick Lamar and Future (Michael Phelps' favorite artist) are capable of creating cultural waves of great influence. Young audiences want to be inspired by ideas that help them feel they belong to a social movement (#BalmainArmy was definitely inspired by that notion). Indeed, lyrics are the secret communication code that binds the movement together.
Whether it’s Jay Z proclaiming that “I don’t pop Molly, I rock Tom Ford” or Lil’ Kim shouting “D-K-N-Y oh my, I’m jiggy, it’s about the clique Junior Mafia and Biggie” — there are countless songs laced with brand names. ASAP Rocky gives a shoutout to no less than 17 fashion brands in his “Fashion Killa” song.
A favorite brand also happens to be Goyard. Here's Kanye West’s verse from the 2007 track “The Glory:” “The fur is Hermès, shit that you don't floss/The Goyard so hard man, I'm Hugo's boss.”
With such powerful endorsements, no wonder Luxury loves Hip Hop!
On the September issue of W magazine, Rihanna was photographed by Steven Klein as a tribal goddess, in Cartier diamonds. That photo spread is a brilliant visual mashup of jeweled ornaments, including a Cartier Belle Époque diamond dog collar necklace. It is another example of Hip Hop's powerful influence in modern fashion imagery.
Few designers exploit the bridge between Hip Hop music and fashion better than Alexander Wang. His close personal friendships with these artists permit him to carve deep into the music culture and define new fashion parameters for his brand. Even during his stint at Balenciaga, Wang was inspired by Hip Hop to push the mix of couture to modern street luxe.
Fashion is Spectacle
Nobody understands that statement better than a music artist. Having been born during a period when fashion was beginning to be highly glamorized, most Hip Hop artists embrace fashion as part of their DNA.
Hip Hop exerts great influence in the sale of luxury accessories. From shoes to jewelry, high-end accessories worn and endorsed by artists powerfully translate into retail sales. In recent seasons, luxury sneakers, such as the ones designed by Gucci and Giuseppe Zanotti, are at top retail shelves atNeiman Marcus, Bergdorfs and elsewhere. Their presence in the stores, next to other high-end brands such as Tom Ford and Berluti, is an indication of how important the style has become.
Our top 3 Picks on who in Hip Hop could set new style trends
Despite ongoing criticism, Kanye West has understood the need for a functional modern uniform that is a personal style statement. The problem with Yeezy as a brand name is Kanye's ceaseless demand that he is celebrated for all his creative contributions. His brand, under the hands of a different creative director, could flourish in sophistication as well as relevance. Recently, at NYFW, Yeezy Season 4 was presented and thoroughly panned by fashion critics.
Amber Rose is not a music artist per se, but her connection with that world makes her an honorary Hip Hop denizen. Her healthy body image informs her fashion choices and demonstrates that fearlessness in itself can be a style trend. Amber could easily become the muse of a fashion brand, or of a designer, such as Hedi Slimane.
Men's style is powerfully influenced by the wardrobe choices of male Hip Hop artists. Nas, Pharrell, Jay Z, are all important fashion leaders. The camouflage craze that has swept through fashion the past several seasons owes its birth to Hip Hop. In menswear, the boldest mix of color and pattern as expressed by these musicians has the power to start influential trends.
The dialogue between luxury and music is ongoing and growing in importance. Luxury brands that are actively curating and cultivating their lifestyle image within the music space, are well positioned to grow. Heritage luxury brands should further cultivate relationships with music artists and develop strong brand ambassadorships through influencer campaigns, sponsorships, and celebrity advertising. This strategy creates a win-win scenario for luxury brands and helps in creating demand within the very important millennial generation.