Was Versace selling fashion or music?
Sure, in the age of e-fashion presentations, lines are often blurred. Since fashion and music go hand in hand like a needle and thread, they do often come together to make some noise, although if the music is sweet is another matter. Versace, like other brands, have decided to play this easy pairing up. They chose to work with the British rapper from Ladbroke Grove, AJ Tracey and the Sudanese-American model Anok Yai (who considered Carine Roitfeld writing in an Instagram post about her—“Anok is not a black woman, she is my friend”—as “insensitive”) to create a music video. And in doing so, they targeted two birds with one stone, simultaneously shining the spotlight on black creatives—an on-trend theme.
AJ Tracey and his companion arrived at the filming venue, both already togged in Versace, which raised the possible that the music video was backed by the brand. He got to pick whatever he wanted to wear and proceeded to meet the other participants of the video, primarily Anok Yai. The singing and recording proceeded, he doing his thing, she doing hers, both with no contact that can be considered friendly nor communication electric. The video might lure fans of the rapper, but fashion folks won’t be impressed by the model. We were suddenly nostalgic for George Michael’s Freedom! ’90.
Versace has always had a deep relationship with hip-hop stars that goes back to the late Tupac walking the brand’s runway, even singing, in the 1995 Hit Em Up, “now it’s all about Versace, you copied my style”. A year later, he wore a black double-breasted Versace suit with pronounced shoulders to the 38th Grammy Awards. And then everyone else that mattered, from Jennifer Lopez to Kanye West to P. Diddy, were linked to the house of the Medusa head. Even Vogue declared back in 2015 that “Versace and hip-hop have the ultimate love affair”.
When a fashion season is bereft of fashion, what Versace showed only augmented that perception. Music, however catchy, even sung by the latest rap hottie, will not be able to stand in for the clothes—or the lack of them. Presented was a “Flash collection”, showing the few (preview number?) pieces that would be available for sale online next month. Donatella Versace appeared in the video to welcome the star artiste, but not to introduce or explain the ideas behind the collection. Personal appearance is always useful in advertising, and she knew it. Perhaps, with the designer showing up, we can add one more look to the video’s sad total of less than a dozen.
Screen grab: versace.com