Era of Prominence: 2011-2012
After dropping Watch the Throne, the era of "luxury rap" was ushered in by Kanye and Jay-Z. While the two had long been fans of Givenchy creative director Riccardo Tisci, who'd been making gear like rottweiler print tees since 2009, having him art direct the album and tour was a huge step in melding the worlds of fashion and hip-hop. Custom T-shirts and leather kilts featured heavily into the tour and Kanye's own style at the time. Kanye even managed to finagle a custom leopard bomber jacket from Tisci, and wore one of the label's flannel shirts around his waist, and even to the Occupy Wall Street Protest.