Hip-Hop Artists are Fashion’s

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It helps that both brands have a very long history using the hip hop community. Chanel,'' as an example, referenced hip hop in its designs since 1991 and recognizing the charm of funky shoes that were fresh, collaborated together with Pharrell Williams on which WWD described as "the entire world's most exclusive sneakers".

Gucci, meanwhile, has been name-checked, plagiarised and appropriated by rappers for almost as long as the genre has been around. Thanks to Kanye, it's entered the lexicon: "What is Gucci?" May be your brand new "What's up?" . Last month, the brand introduced its collaboration with renowned designer Dapper Dan, who left luxury'knockups' to get rappers in the 80s until they made their countless, signalling its respect for the street civilization that has helped bolster Gucci's profit margins Swag.

But while Gucci teams using the hip hop establishment, its products are being introduced into a new generation thanks to the power of music: 17-year-old rapper Lil Pump's track'Gucci Gang' has racked up a lot more than 723M perspectives on YouTube. With liberal references to selling drugs in the video, he might well not make an ideal Gucci ambassador, but the brand could be wise to keep an eye on him should they would like to maintain their leads.