Pharrell Williams, Future… When rap takes fashion by storm

Lately, the rap industry and the fashion world have been forging close ties. Recently, Lanvin, the famous French fashion house, entered a new creative era by teaming up with American rapper Future for its next collection. This unprecedented collaboration between fashion and music promises to inject a dose of innovation and modernity into the prestigious world of Haute Couture.


Rappers are very popular with fashion houses, and after Pharrell Williams’ association with Louis Vuitton, it’s now Future’s turn to be approached by Lanvin. The rapper Future has been appointed artistic director for Lanvin Lab Business‘ very first collection.


The convergence between the worlds of rap and fashion has intensified recently, with increasingly frequent collaborations between artists such as Future (Lanvin), Pharrell Williams (Louis Vuitton) and beatmaker Nigo (Kenzo). This recurring phenomenon is the result of a symbiosis between hip-hop culture and the fashion industry, where music and style complement each other. Rappers become fashion icons, while brands recognize their influence and ability to reach a young, influential audience. These collaborations also offer artists new opportunities for income diversification, while reinforcing their status as creative entrepreneurs.


The partnership with Future represents a new departure for Lanvin, following the departure in April of its former artistic director, Bruno Sialelli. By collaborating with Future, Lanvin explores new perspectives and announces a unisex capsule collection, including clothing and accessories, pushing the boundaries of audacity and originality.



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“Lanvin is delighted to partner with Future, whose innovation and originality have reshaped the worlds of music and entertainment”, says the Maison, which also announces that music will be at the center of the first version of Lanvin Lab.


The House justifies this link with music by invoking Jeanne Lanvin’s daughter and muse, Marguerite. She “was an accomplished musician and the medium has largely inspired the mythology of the House.”


Lanvin Lab


To encourage creative exchange and cultural dialogue, the French fashion house has launched Lanvin Lab, a place where different worlds can converge around a common passion: fashion. Through this initiative, Lanvin Lab invites designers from diverse backgrounds to collaborate and create capsule collections, inspired by the heritage of the House founded in 1889 by Jeanne Lanvin. These collaborative collections will complement the seasonal collections.


The Lanvin Lab x Future collection is scheduled for Fall 2023 and will include ready-to-wear garments and accessories for women and men.


Future, leading rapper


Real name Nayvadius DeMun Cash, Future, born November 20, 1983, has often expressed an interest in fashion. Lanvin presents the rapper as a true leader.


“If you want to know where culture is going, look and listen to this iconic Atlanta rapper, singer and producer”, the label said in a statement.


Future is known not only for his musical talent, but also for his sharp sense of style. Recently, he even appeared in Hugo Boss’ Spring/Summer 2023 campaign, making his mark on the fashion industry.



No doubt his creative presence and avant-garde aesthetic will bring a new dimension to Lanvin. The collaboration will combine the timeless elegance of the fashion house with an irreverent contemporary touch.



Featured photo : ©Lanvin

Grâce à une veille accrue et à une excellente connaissance de ces secteurs, la rédaction de Luxus Magazin décrypte pour ses lecteurs les principaux enjeux économiques et technologiques de la mode, l’horlogerie, la joaillerie, la gastronomie, les parfums et cosmétiques, l’hôtellerie, et l’immobilier de prestige.


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