In the last year or so, rappers have become the most important fashion ambassadors. A$AP Rocky starred in a Dior Homme campaign and collaborated with J.W. Anderson. Kanye West’s dramatic, black and white “Wolves” music video doubled as a Balmain campaign. Young Thug was featured (wearing womenswear) in Calvin Klein’s ad. And so forth and so on. But we can’t say we expected Travis Scott to be in Saint Laurent’s Spring 2017 campaign.
The designer label is known for its close connection to the music industry, often enlisting various musicians to be the face of its brand, though those chosen are usually rock artists. Travis, who had previously appeared in an Alexander Wang ad, is the first rapper in recent memory to be co-signed by Saint Laurent in this way. We’re not sure how the collaboration came about, but maybe Anthony Vaccarello, the label’s new creative director, is a rap fan? —Karizza Sanchez