*Rap artist T.I., among many other artists, recently called for a boycott of Gucci due to the Italian brand’s $890 balaclava black-knit women’s sweater which resembled racist blackface imagery.
The company immediately released an apology and discontinued the item.
With other instances like the H&M debauchery, why was it so significant that rappers, producers, and hip-hop artists stood up in protest of Gucci? Because the Hip-Hop community has always played a significant role in fashion.
Without the support of Hip-Hop, many brands such as Gucci would lose a huge portion of their customer base and fashion influence.
In her 2015 documentary, “Fresh Dressed”, Sacha Jenkins stated that “Fashion has always been an important part of the hip-hop identity because fashion has always been an important part of black identity in America.”
Let’s explore how hip hop and fashion go hand-in-hand.
Brand Influence
“However, living better now, Coogi sweater now.”
A line from arguably one of the most popular songs in hip-hop is the perfect example of how a single artist can increase a brand’s popularity.
In 1994, the Notorious BIG released Big Poppa and the streetwear brand, Coogi, blew up. The late rapper was known for his huge men’s down jacket, baggy jeans, and boots – a true New York icon.
Hip-hop artists are “notorious” for increasing brand awareness and sales. Their influence has been critical for the success of several brands and designer’s success.
Fashion Nova was recently reported in the five most-searched fashion brands on Google, among iconic brands such as Gucci, Louis Vuitton, Supreme, and Chanel. The budget-friendly company reports its success is primarily due to Instagram marketing and collaborations with influencers, such as Teyana Taylor, Blac Chyna, Christina Milian, and Kylie Jenner.
Fashion Nova’s recent collaboration with rapper and fashionista Cardi B has yielded much success for the brand with her exclusive collection selling out in minutes!
American designer, Micheal Costello, gives thanks to global superstar, Beyonce, for his success. Rita Ora, Kesha, and Jennifer Lopez have all worn his designs, but the star that really catapulted him into the big time was Beyonce when she wore a white lace dress of his to the 2014 Grammy Awards.
It’s evident that Hip-Hop artists have a huge influence on fashion that is now expanding from streetwear to luxury.
Featured in Vogue and GQ, rapper ASAP Rocky, is now viewed as an international fashion icon. His collaborations began with brands like PacSun, but now he’s seen as the face of luxury brands like Alexander Wang and Luis Vitton.
“The new luxury consumer is Millennials and Gen Z,” says Christopher Morency, an editorial associate at Business of Fashion. “By 2025, they’ll account for 45 percent of the global personal luxury goods market. Luxury brands will have to embrace rappers if they want any credibility with that generation, but it needs to be authentic.”
Artist-Owned Brands
Not only do artists catapult the success of other brands, but many have also created their own iconic brands.
Examples include Diddy’s Sean Jean, Jay-Z’s Rocawear, Pharell’s Ice Cream, and recently Rihanna’s SavagexFenty.
These are just a few examples of the many artist-owned brands that have left an imprint on the fashion community.
Hip-Hop and Fashion are Forever
Hip-hop, since its inception, has always displayed an artistic expression through fashion.
From big chains and timberlands to custom tailored suits and fedoras, Hip-Hop has always influenced fashion trends.
Whether it’s the iconic stylings of Prince in assless chaps and pumps or Young Thug in a dress, fashion is at the root of this industry and always will be.
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