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Agenda-setting intelligence, analysis and advice for the global fashion community.

What’s Next for Hip-Hop and Fashion

Hip-hop fuelled an explosion of brands, collaborations and merchandise, but with fashion saturated with partnerships and rapper-led labels, and signs emerging that hip-hop’s cultural power could be waning, artists and their partners are finding ways to stand out.
Steven Victor to the right of ASAP Rocky and Nigo at the opening of his Victor Victor flagship in New York. The apparel arm of his Victor Victor Worldwide record label and entertainment management  company was the exclusive United States retailer of Nigo’s debut Nike collaboration outside of Japan.
Steven Victor to the right of A$AP Rocky and Nigo at the opening of his Victor Victor flagship in New York. The apparel arm of his Victor Victor Worldwide record label and entertainment management company opened with a flagship store that was also the exclusive United States retailer of Nigo’s Nike collaboration outside of Japan. (Victor Victor Worldwide)

This weekend, the scale a hip-hop artist could reach building a world around their personal brand was on display in Las Vegas when Travis Scott presented his version of the streetwear festival ComplexCon.

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Further Reading

True Religion’s Hip-Hop Powered Comeback

Even as the premium denim seller lost its hold on many consumers in the 2010s, hip-hop movers and shakers never wavered in their affinity for the horseshoe logo and signature thick stitching. That’s helping the brand mount a rebound today.

How Hip-Hop Conquered High Fashion

In the age of A$AP Rocky x Dior and Gucci's Alessandro Michele referencing Dapper Dan, it’s easy to forget how long it took for high fashion to embrace the cultural power of American hip-hop.

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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