“Rappers are the new athletes of Black culture” -Elena Ruiz
The amount of fame that rapping can bring now a days has encouraged young men, especially those of color, to pursue a lifestyle in rap. In the age of technology, making beats has taken the place of playing sports within the heteronormative narrative. Instead of being an athlete, young men are more likely to be producers, musicians, or rappers hoping someday it will be their claim to fame. The two work in tandem [making beats and rapping] but it seems that a new part of the equation has been added: fashion.
High fashion used to be a white dominated industry that held its roots mostly in European cities such as Milan, London, and Paris. Until London pop culture: pop art, the punk scene, and post modernist fashion became big and spread to the states, specifically New York, on behalf of elite european teens.
All of New York was exposed to postmodernist fashion in virtue of Alexander Mcqueen who opened up new possibilities for the fashion world. High Fashion at this point had become a signifier of wealth, yet in the hood the desire to look fresh and affluent was just as high. People from the Bronx started taking looks from high fashion magazines/advertisements and brought their own style into it. Out of this came the rise of urban or street fashion, fashion concentrated in urban communities mostly surrounding youth culture. The styles of rich mobsters were then popularized by rap groups like Run DMC and the trend of the chain, tracksuit, and adidas was born.
It seems that high fashion then had become the new street fashion. Today things are the other way around with street fashion dominating the high fashion world. Likewise to the postmodernist fashion era, fashion has become a sign for how rich someone is, even if their 300 dollar Michael Kors bag was the product of a year’s savings. Yet not only is an expensive brand the desire of Americans in the fashion world today, it’s a lifestyle. A lifestyle that is based off of hip hop culture, allowing rappers such as Kanye West, A$AP Rocky, and Young Thug to thrive in the fashion world.
The reason why they thrive is questionable. Are they chosen by elite fashion icons because of their talent as fashion designers or the money they can bring to the brand by representing the younger generation? The amount of people who follow rappers involved in the fashion industry translates to how many people will be interested in their brand, or the brand they are the new face of once the product is released. Which is why it’s extremely smart for the European dominated high fashion world to use rappers in order to gain diverse followers who will also contribute to the sales of their brand.
Whether the rappers realize or care about the fact that they are being exploited, they are using it to their advantage. The clothes these artists have been putting out not only take street style to the next level, but bring them the most money in the long run.
The reason why they thrive is questionable. Are they chosen by elite fashion icons because of their talent as fashion designers or the money they can bring to the brand by representing the younger generation? The amount of people who follow rappers involved in the fashion industry translates to how many people will be interested in their brand, or the brand they are the new face of once the product is released. Which is why it’s extremely smart for the European dominated high fashion world to use rappers in order to gain diverse followers who will also contribute to the sales of their brand.
Whether the rappers realize or care about the fact that they are being exploited, they are using it to their advantage. The clothes these artists have been putting out not only take street style to the next level, but bring them the most money in the long run.
A$AP Rocky
A$AP Rocky, or the “Fashion Killa” has made it quite obvious through his music that fashion is something he appreciates. Being the first person of color to be the face of Dior Homme in June of 2016, he has made some critical advances in the high fashion industry. Although he has not come out with any brands himself, he has been very popular with designers. Through his fame and wealth he has been able to do collaborations with Adidas and Pacsun and model for brands such as Guess, Vogue, Rolex, and more. He likes to make his credit within the fashion world known too. In his latest album At.Long.Last. A$AP, he mentioned 21 fashion brands in his lyrics. Clearly he should be left to being the spokesperson of fashion, since that is what he knows best.
A$AP Rocky, or the “Fashion Killa” has made it quite obvious through his music that fashion is something he appreciates. Being the first person of color to be the face of Dior Homme in June of 2016, he has made some critical advances in the high fashion industry. Although he has not come out with any brands himself, he has been very popular with designers. Through his fame and wealth he has been able to do collaborations with Adidas and Pacsun and model for brands such as Guess, Vogue, Rolex, and more. He likes to make his credit within the fashion world known too. In his latest album At.Long.Last. A$AP, he mentioned 21 fashion brands in his lyrics. Clearly he should be left to being the spokesperson of fashion, since that is what he knows best.
Kanye West
Those especially into street fashion have been following Kanye West’s fashion endeavors ever since he released his collaboration with Nike on the “Nike Air Yeezy’s,” or even earlier with the release of his “Dropout Bear” Bapesta sneakers. West has even interned for Fendi and designed shoes for Giuseppe Zanotti, Balmain, and of course Adidas. If you’re a hypebeast, then the Yeezy collection has been something incredible to follow. The utilitarian style has ultimately dominated the fashion world each time a new collection has been released. The Yeezy collection has arguably become the new standard for youth that follow pop culture and the way they measure a fashionable outfit.
Those especially into street fashion have been following Kanye West’s fashion endeavors ever since he released his collaboration with Nike on the “Nike Air Yeezy’s,” or even earlier with the release of his “Dropout Bear” Bapesta sneakers. West has even interned for Fendi and designed shoes for Giuseppe Zanotti, Balmain, and of course Adidas. If you’re a hypebeast, then the Yeezy collection has been something incredible to follow. The utilitarian style has ultimately dominated the fashion world each time a new collection has been released. The Yeezy collection has arguably become the new standard for youth that follow pop culture and the way they measure a fashionable outfit.
Young Thug
Young Thug, one of the most out there rappers in terms of fashion sense, has never been afraid to express his love for gender fluidity in clothing. From the headlines he made when readjusting the outfit of a model while on the runway to his Calvin Klein Ad in women’s wear, everything he does seems to be out of the norm for an African American rapper. Young Thug takes breaking down gender stereotypes to the next level. On the cover of his mixtape My Name is Jeffery, he is shown wearing a dress by Italian fashion designer Alessandro Trincone. This dress was an extreme statement piece and further went to show that Young Thug himself does not believe in gender. His unapologetic fashion sense has been questioned more than anything and loved by more avant garde fashion designers and brands such a Vfiles.
Young Thug, one of the most out there rappers in terms of fashion sense, has never been afraid to express his love for gender fluidity in clothing. From the headlines he made when readjusting the outfit of a model while on the runway to his Calvin Klein Ad in women’s wear, everything he does seems to be out of the norm for an African American rapper. Young Thug takes breaking down gender stereotypes to the next level. On the cover of his mixtape My Name is Jeffery, he is shown wearing a dress by Italian fashion designer Alessandro Trincone. This dress was an extreme statement piece and further went to show that Young Thug himself does not believe in gender. His unapologetic fashion sense has been questioned more than anything and loved by more avant garde fashion designers and brands such a Vfiles.
Similar to the way in which black men are praised for their efforts in sports, rappers are being praised not only for their music, but their involvement in the high fashion scene. Will rappers continue to add their own flavor to clothing, or will High Fashion take the style the rappers have created and work from there? Clearly these artists are more than just a commodity, they represent a new generation of fashionistas. Whether they be black, gender fluid, or rappers, the fashion world is opening its audience to diversity within what was formerly a predominately white culture. What does this mean for the future of Rap and Hip Hop? Hopefully now that young men of color have been exposed to the opportunities that the fashion world provides, they too can see a future within it. Black men are rising and taking over, and they always have been, but now they’re gaining recognition for it. With rappers being the most important factor behind the clothing, who’s really in charge now?