A History of Versace in Hip-Hop
Take a look back at the Italian fashion label's history throughout the rap game.
Image via Complex Original
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Versace is one of the most prominent labels in the fashion industry. This Saturday on November 19, its collaborative collection with retail giant H&M will finally be available in the US (and it'll without a doubt be a spectacle—people plan to line up for hours). Interestingly, we've noticed that rappers have been rocking Versace more often, too. In the last year or so, Drake, Rick Ross, and Big Sean have all been seen in the brand. Versace back! Of course, we couldn't help but flashback to the days of Versace throughout the 30-something years of hip-hop.
The Italian fashion house has played an important role in the history of the rap game. Founded in 1978 by the late Gianni Versace, the label's bold, baroque-style prints represented a flashy lifestyle. It was championed by rap stars like Notorious B.I.G. and Lil Kim in New York. It didn't take long, though, before other artists followed suit, assuring Versace's legacy in the rap community.
The label has been quiet for a few years, but it looks like Versace will take retail and rap by storm yet again. After all, way before Kanye West and Jay-Z schooled us on brands like Givenchy and Balmain, Versace was that good good. So reminisce with us as we hit you with A History of Versace in Hip-Hop.
notorious b.i.g medusa sunglasses
Notorious B.I.G.
Where: "One More Chance" video
When: 1995
Complex says: Biggie single-handedly put Versace shades on the map. In 1995, he rocked the Versace Medusa-emblem sunglasses in his "One More Chance" video, and the streets went crazy trying to figure out what model of the shades he had on. Over the course of his career, he continuously rapped about the Italian fashion house. He sparked a new (read: expensive) era in Hip-Hop and probably had every dude out there in Versace shades, too. Seventeen years later, even artists like Lady Gaga know about the rapper's trademark look; she refers to her 1980s vintage Versace frames as her "Biggie Smalls Versace glasses."
jermaine dupri xscape
Xscape
Where: "Feels So Good" single cover
When: 1995
Complex says: By now, other rappers were following suit with the Versace trend. Jermaine Dupri not only started supporting the brand, he also told his group Xscape to wear Versace for their press photos and new album Off the Hook. In 1995, they released the single cover for "Feels So Good," in which they were rocking Versace ties, of course.
notorious b.i.g silk shirt
Notorious B.I.G.
Where: "Hypnotize" video
When: 1996
Complex says: When Biggie and Puff hit platinum status, their threads changed along with their tax brackets. It marked the beginning of the Versace-silk-shirt takeover. The Bad Boys were decked out in their silks, on a speedboat and with hot girls, in the "Hypnotize" video. Big didn't mind that Versace didn't design clothes in his size; he wore it anyway, tailor-made.
tupac versace model
Tupac
Where: Italy
When: 1996
Complex says: Tupac rapped about wearing Versace in "Hit 'Em Up"—now it's all about Versace, you copied my style—and Biggie thought it was a shot at him. We don't know who copied who but Tupac is a style icon, so it was no surprise that he was rocking Versace, too. Dude even walked in a Versace fashion show in Italy.
tupac versace suit
Tupac
Where: 38th Grammy Awards
When: February 1996
Complex says: Tupac was stunting on the whole game back in '96, making history in a Versace suit. In one of his last public appearances before dying later that year, he presented at the Grammys alongside legendary rock band Kiss, whose reunion was essentially announced at that moment. The four original members of the rock band took the stage, fully made-up and costumed for the first time in 15 years. Who else but 'Pac to make history?
p diddy rolling stone magazine
Diddy
Where: Rolling Stone Magazine cover
When: August 1997
Complex says: A lot was happening for Bad Boy Records that year. Biggie had just passed away; posthumously, his album Life After Death, reached number one on the Billboard Top 200. Diddy was getting ready to drop his first solo debut album, No Way Out. Later that year, Mase released his multi-platinum debut album, Harlem's World.
Diddy was arguably the king of Hip-Hop. Since Versace was still one of the hottest brands in the game, it was only right that Diddy stayed laced in Versace, down to his boxers.
jennifer lopez green versace dress
Jennifer Lopez
Where: 42nd Grammy Awards
When: February 2000
Complex says: Oh, the infamous Versace green dress. Jenny from the block wore the plunging dress to the Grammys that year and, guaranteed, had all the dudes hating on P. Diddy. The iconic dress—it was displayed at the Grammy Museum in Los Angeles and a copy of the dress was shown in Vienna to celebrate 50 years of history of Italian fashion—definitely made Versace a household name. So even though J.Lo isn't really hip-hop, this one's just too good to leave out.
lil kim versace wig
Lil Kim
Where: Versace Spring/Summer 2001 fashion show
When: September 2000
Complex says: Lil Kim was known for her blonde and colored wigs as much she was for her lyrical skills. In her 1997 video for "Crush On You," she wore wigs in every color imaginable. The real wig-game-changer, though, came a few years later with this custom Versace print wig she wore to a Versace fashion show. We all knew Kim had an affinity for Versace; we just didn't know it was like thaaat.
vibe magazine
Vibe Magazine
Where: Seventh Anniversary Juice Issue
When: September 2000
Complex says: In honor of their seventh anniversary juice issue, the team at Vibe Magazine came up with "The VIBE 100," a list of the most influential people, places, and things in urban culture. Dedicated to Hip-Hop's "movers" and "shakers," it was only right that Donatella Versace, chief designer at the Italian fashion house, was included in the list. If rappers weren't wearing it, they were rapping about it. Versace had the game on lock.
ghostface killah medallion
Ghostface Killah
Where: The Pretty Toney album cover
When: 2004
Complex says: Ghostface Killah had a ridiculous collection of jewelry that he frequently mentioned in his raps and in interviews. Remember his "Versace Plate" medallion? That shit was cray. The Wu-Tang member was somewhat the pioneer of the huge dinner plate chains. Too bad someone stole the medallion. GFK said his man forgot it at a photo shoot, and he hasn't seen it since.
jay z front row at mens fashion show
Jay-Z
Where: Milan
When: January 2008
Complex says: By this time, it seemed Hip-Hop had taken a break from Versace and, instead, blew their money on brands like Louis Vuitton and Gucci. The hiatus was short-lived though. In 2008, Jay-Z, who rarely attends fashion shows, made an appearance at the Versace Men's Fall/Winter show with Beyonce and Kelly Rowland. Interestingly, there was a big scandal during the event. Apparently, Tommy Fazio, the men's fashion dirctor of Bergdorf Goodman, was asked to vacate his front-row seat for one of Bey's bodyguards. Tommy was unhappy with the request and immediately left the show and canceled his Versace showroom appointment. The good news, though, was that this was another glimpse into what looks to be the return of Versace in Hip-Hop.
kanye west versace sofa
Kanye West
Where: Kanye West's twitter
When: July 2010
Complex says: Last summer, during the making of My Beautiful Dark Twisted Fantasy, Kanye West tweeted about Versace furniture. We know that the sofa he talked about back in July 2010 is not actually his, but he definitely got a bunch of people hyped up about it. You can't blame 'em though, right? They ain't never seen Versace sofas.
big sean medusa sunglasses
Big Sean
Where: TI$A photo shoot
When: 2010
Complex says: Big Sean is one of the most stylish young rappers out right now so it was no surprise when we saw him in the Versace Medusa-emblem sunglasses Biggie made famous back in '94. He rocks MCM, Balenciaga, and the coolest snapbacks on the regular, but dude knows that the Versace shades trump all. It, after all, sparked the Versace era in Hip-Hop.
tyga gives diddy versace robe
Tyga & Diddy
Where: I'm Coming Home Tour
When: 2011
Complex says: Guess P. Diddy never really lost his affinity for Versace. While on the I'm Coming Home Tour, Tyga surprised Diddy with a $10,000 custom silk Versace robe—he went crazy for it. Tyga said you have to do nice things for older people who spread knowledge. We just want to know if we can get a hook up.
drake velour sweatsuit
Drake
Where: Hot 97's Summer Jam
When: June 2011
Complex says: Remember when rappers wore velour sweatsuits? Yes, those Sean John joints, too. Those disappeared for a while, but thanks to Drake, they made a comeback—this time with the Versace Medusa logo. This past summer the Toronto rapper rocked the suit during his performance at Hot 97's Summer Jam. It was one of Drake's early Versace looks, but not his last.
rick ross silk shirt
Rick Ross
Where: Hot 97's Summer Jam
When: June 2011
Complex says: It seems like Drake and Rick Ross are really trying to bring Versace back. Last summer, The Teflon Don also wore Versace at Hot 97's Summer Jam. Props to the both of them for reviving what used to be the hottest brand in the game. We're just wondering, does Versace design clothes in 4XL now, or is Rozay's Versace silk bomber jacket custom-made too, like all of Biggie's silk shirts?
drake djs at fno
Drake
Where: New York City
When: September 2011
Complex says: Drake was the celebrity guest DJ at Versace's flagship store on Fifth Avenue at this year's Fashion's Night Out. The crowd at the invite-only event were treated to new music and surprise appearances from ASAP Rocky and Nicki Minaj.
Drizzy said he wanted to meet Allegra Versace, daughter of Donatella Versace, that night. Although he didn't get what he wanted, there was one unexpected perk: picking up a few ideas from the boutique's Versace décor. Apparently, the Degrassi actor has a penchant for interior design—who knew? His homes, both in Toronto and Miami, look like they've been reimagined by Gianni Versace himself—Versace ashtrays, pillows, blankets, towels ... Oh, he fanchy, huh?
kid cudi ve2120 sunglasses
Kid Cudi
Where: Complex Magazine's music issue party
When: September 2011
Complex says: Last March, Versace collaborated with Mad Men's January Jones for a capsule collection of Versace glasses. It featured two sunglasses and one set of optical frames. Kid Cudi wore the VE2120 model at Complex's music issue party in Los Angeles. He wasn't the only rapper who's been seen rocking them though. Big Sean, Cyhi da Prince and even Flo-Rida have all hopped on the trend.
drake silk shirt
Drake
Where: Las Vegas
When: October 2011
Complex says: Drake can't get enough of his sweaters—that's a fact. Lately, though, he's been rocking this Mafioso look. In his "Headlines" video, you catch a Mob like dinner with the OVO family. More recently, he wore a Versace Borroco print silk shirt while celebrating his birthday at Tao. Is Drizzy Drake bringing the Versace lifestyle back?
kanye west
Kanye West
Where: Victoria's Secret Fashion Show
When: November 2011
Complex says: Kanye West was rocking a bomber jacket from the Versace for H&M men's collection while he performed on the runway with some of the hottest models in the industry (lucky dude). What better way to promote the line? Anything 'Ye wears catches on, eventually. Yeah, Yeezy taught you.