From Cartier to Dior, how rapper S.Pri Noir seduced luxury brands

Cartier, Dior, Yves Saint Laurent… Rapper S.Pri Noir has collaborated with many luxury brands, which we find this week on the catwalks of Paris Fashion Week. Whether in beauty, accessories or clothing, the artist from the 20th arrondissement of Paris has made a place for himself in the world of fashion throughout his 15-year career. “I like all styles, and I know I can wear a multitude of looks, so I have fun breaking my clothing routine,” he confides to 20 Minutes. With three albums to his credit, he has established himself thanks to a sharp pen and a unique style, which quickly seduced brands like Yves Salomon, with whom he created an outfit especially for his concert at the Olympia.

Rapper, but also artistic director and stylist of his clips and his performances, S.Pri Noir explains to us how he became one of the favorite rappers of fashion and luxury brands.

An American model that inspired the French

“A$AP Rocky is the one who made me realize that I could collaborate with brands,” confides S.Pri Noir. Originally from the city of Fougères, near the Porte de Bagnolet in the 20th arrondissement of Paris, he recognizes himself in the journey of the American rapper, born in Harlem. Same generation, same social background, same profession; for the French rapper, establishing himself in fashion and luxury seemed possible. Everything came to fruition in 2019, with his first collaboration for Cartier. “After that, the brands said to themselves, ‘Ok, it’s cool to work with a rapper, it’s going well, and people love it.’” By collaborating on a pair of glasses, he created a bridge between the “neighborhood” and “Cartier,” as he likes to say: “On my small scale, I wanted to show that it was possible.”

From Fashion Week to Creation

“Attending Fashion Week shows allows me to see how designers from all over the world perceive things. It feeds my creativity, it feeds my mind,” confesses S.Pri Noir, who regularly attends shows by Kenzo, Lanvin and Balmain. For him, the link between rap and fashion is obvious.

“Rap comes from an urban environment where everyone has their own style. There are few means of expression because of the social context, so we are left with sports and clothes,” he explains to 20 Minutes. For the rapper, style is a means of expression, of claiming and asserting. He understood this from the age of 10, by paying particular attention to his looks. Whether it’s his headgear, which reminds him of his father, or his haircuts, he has always used his style to stand out, especially with his chapka or his shaved platinum hair.

It was therefore natural for him to collaborate with brands, first through campaigns, then collaborations, and finally by creating his clothes. During his last concert at the Olympia, he designed his own outfit in collaboration with Yves Salomon. A first for S.Pri Noir, who had never dared to create, and who knew how to seduce his audience as much with his music as with his style on stage. A promising start that could take him further, why not with his own brand. “It’s been in the back of my mind for a while, so why not do it?” reveals the artist. While waiting to launch a clothing line signed S.Pri Noir, the do-it-all rapper continues to strengthen his fan base with his latest high-end project, The Court of Miracles.

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