Music and fashion have always had an interesting relationship, and both industries impact each other, whether it's for ad campaigns or collaborations. One this is for sure: having a big artist representing your brand does cause a spike in sales. Here are some examples of music and fashion intertwining with each other.
Tommy Hilfiger
In the 90s, fashion designers had an abundance of rap and R&B artists sport their brand in order to increase revenue and popularity in urban sales. One example of this is when Aaliyah did an ad campaign for Tommy Jeans. This campaign still inspires people to this day, and prompted Tommy Hilfiger to recreate some of these iconic looks in collaboration with Urban Outfitters.
Versace
Versace has worked with musicians since the 90s, and artist have always claimed the brand in songs. One popular song that gave more recognition to the brand was ‘Versace’ by the Migos featuring Drake. This catchy tune gave the Atlanta trio their start to fame and also gave attention to Versace. Another way that Versace worked with artists was through an ad campaign with Lady Gaga. For a few years, Donatella Versace has been dressing Gaga for events, and also has had Gaga model in a few campaigns. Even in the 2017 Super Bowl, Gaga was in head to toe Versace.
Macy's
Macy’s has done many clothing lines with musicians from the likes of Jennifer Lopez to Madonna. In 2011, Madonna started a line with her daughter Lola called Material Girl. This line featured ambassadors like Pia Mia, Rita Ora and many others. The line feature dclothing inspired by the 80s with bright colors, peplum skirts and a lot of lace.
Kanye West
The so called “fashion genius” has been working with designers for many years. West started hanging around people like Ricardo Tisci (former creative director of Givenchy), Anna Wintour (editor of U.S. Vogue), and Olivier Rousteing (creative director of Balmain). These connections helped him establish his sense of style, and he created brand with Adidas know as Yeezy. It is a very popular sports luxe brand that has been causing many dupes on websites like Ego and Public Desire.
Balmain
Since Olivier Rousteing joined Balmain, he's had many artists wear and model his clothing. In 2014, Rihanna became the face of the brand, doing many ad campaigns. Again in 2015, Kim Kardashian West and Kanye West did campaigns for the brand, as well as many other artist. Balmain has also appeared in many rap songs, and for a period of time Balmain Jeans were a status symbol in many urban communities. Balmain has been duped by brands like Zara, and did a collaborations with H&M recently.
Puma
Last year, Rihanna became the creative director of Puma and started a new and profitable direction for the brand. With the emergence of her Fenty x Puma collection, the brand took a change for the better. With her new brand, Puma has a high fashion edge that not many sports brands have been able to achieve. It also helps that Rihanna is one of the most profitable celebrities in the world. Her creepers have been named Sneaker of the Year, and her line sells out in minutes.
It has always been a rite of passage for musicians or fashion brands to collaborate with each other. It is just the natural next step for many. With the emergence of fast fashion getting into the music game, it is very easy for an artist to get into fashion. Just recently, Justine Skye (a roc nation artist) did a fashion collaboration with Forever 21, and released a song to coincide with the clothes. She's not the only one doing that; Lil Yachty has been working with Nautica to create a deal. The Weeknd currently is working with H&M and Puma.
