Image via Complex Original
Tracing rap's love affair with the luxury brand.
Written by Zandile Blay (@zandile); Additional reporting by Kadia Blagrove (@KazzleDazz)
"Now it’s all about Versace/You copied my style.” Tupac Amaru Shakur sandwiched this barb within a fusillade of lethal lines aimed squarely at his old friend turned rival Christopher “Biggie Smalls” Wallace. When "Hit Em Up" dropped in June of 1996 the streets scrambled to pick sides. But for urban fashionistas, 'Pac's war-mongering single signaled another kind of turning point. This was the era when hip-hop’s passion for fashion transitioned from laid-back (think LL Cool J and Fila or Run-DMC and Adidas) to luxe.
The edginess, the over-the-top creativity, and bad-ass factor is what made Versace so attractive to artists.
—Misa Hylton
The genre found a willing partner in Gianni Versace, the Italian designer who established the iconic label in 1978. The over-the-top opulence that Versace embodied—flowing silk shirts, heavy gold accessories, dark dramatic shades—expressed the aspirations and purchasing power of hip-hop artists and their growing audience. An unofficial ambassador for the brand, 'Pac built a close friendship with Gianni and his sister Donatella. As a result the West Coast rapper enjoyed custom-tailored clothes, exclusive show invites, and one epic turn as a model for Versace’s Fall/Winter 1996 show in Milan. Long before these became standard practice in the industry, 'Pac was the only artists to get such perks—but he wasn’t the only one doing his part to immortalize the brand. Over on the East Coast, The Notorious B.I.G. was doing his part too.
Remember Biggie in a Versace silk shirt on that speedboat boat in the "Hypnotize" video? How about Biggie chillin' in Versace shades in the "One More Chance" house party? Or all those concerts where Biggie rocked Versace accessories on stage? “The edginess, the over-the-top creativity and bad-ass factor is what made Versace so attractive to artists,” says Misa Hylton, the celebrated stylist (and now President of the Misa Hylton Fashion Academy) whose client list has included everyone from Mary J. Blige to Lil Kim. “Versace remained a staple for rap and R&B artists as the genre transformed from aspirational to inspirational. Hip-hop went from music to an international culture—and Versace was there every step of the way.”
Ironically the trifecta of men who laid the foundation for hip-hop’s enduring history with Versace—and as a result, with luxury labels as a whole—were murdered within months of each other: 'Pac in '96; Gianni and Biggie in '97. But thanks to all the artists they inspired, their legacy of luxe remains alive.
Donatella has taken up Gianni’s mantle by personally fostering relationships with artists. As Chief Designer and current Vice President, she doesn't just generously lend clothing, (something that other luxury brands were slow to do before Versace) but makes appearances in videos, invites artists to shows, and participates in fashion shoots. “Donatella knew, just like Gianni did, how to relate to and dress musicians for various aspects of their artistry,” says Alexander Allen, the International Creative, Image and Music Director who has engineered Versace looks for celebrities from Trina to Pink. “Understanding and catering to these artists is just their DNA.”
That intuitiveness has served Versace well as the landscape of hip-hop evolved. By the mid-to-late 2000s, other luxury brands began aggressively courting artists with the same perks Gianni and Donatella had lavished on Tupac nearly a decade earlier. Yet hip-hop’s elite maintained their loyalty.
The family’s personal relationships with artists came to epitomize the concept of “rock-star glam.” Hylton can recall more than a few epic moments. “I remember sitting front row at a Versace show one season with Missy Elliott and hanging out afterwards at Donatella's home on Lake Como—legendary.”
For today’s artists and their audience, that backstage photo with Donatella or that silk shirt—worn loose and untucked—still holds the same weight in 2013 as it did in '96. In fact recent rap releases indicate that the house of Versace is hotter than ever. “It’s almost like Versace is the hip-hop of fashion,” says Hylton. “The music and the brand give off the same energy.”
Let's take a look back at rap's long-standing love affair with this luxury brand.
The Notorious B.I.G. "One More Chance / Stay With Me Remix" (1995)
Lyric: "I'm clockin ya, Versace shades watchin' ya"
"Epic" barely describes the impact of this one verse which seemed to instantly catapult the single, the rapper, and the brand into hip-hop consciousness in a very big way. No wonder that just two months after it debuted, Puffy's smoothed-out remix of a fairly ordinary album cut "One More Chance" was certified platinum. Aside from appearing in the song's star-studded video, Biggie’s “Versace shades” would go on to grace every major publicity still the rapper shot that year. Along with his trademark Coogi sweater, they became instant classics.
Tupac Models at Versace Fashion Show (1996)
Dressed in a full gold suit and flanked by his then-girlfriend Kidada Jones, Tupac walks the Versace runway in Milan as only he would: with two burly bodyguards trailing him. He may not have been the only rapper affiliated with the brand, but Pac remains the only one to have this honor—so far.
2Pac ft. Outlawz "Hit Em Up" (1996)
Lyric: "Biggie remember when I use to let you sleep on the couch.../Now it's all about Versace/
You copied my style."
Per usual, ‘Pac didn’t just talk it—he lived it. The rapper took his friend-turned-rival Biggie to task for copying his style, and even shot a video for the brutal diss track. His lyrical nod to Versace was based on a real-life friendship with the designer and his sister.
De La Soul "Stakes Is High' (1996)
Lyric: "Sick of Versace glasses"
On the title cut from an album that expressed contempt for the excesses of "gangsta rap" and the commercialization of hip-hop, it made sense to hear De La Soul vent about how they were "sick of Versace glasses." The very fact that the Native Tongues spoke out against Versace was a sign of how prevalent the brand had become in certain circles. But this commentary didn’t sit well with artists like Tupac and Naughty by Nature, who took serious offense to it.
The Notorious B.I.G. "Hypnotize" (1997)
Lyric: "Miami, D.C., prefer Versace"
Biggie may have been referencing two Versace-loving U.S cities in the verse, but his single "Hypnotize" captured a global audience. The last single released during his lifetime skyrocketed to the top of the Billboard charts and reached No. 1 in the UK as well. The song's next-level video announcing his sophomore album Life After Death was flooded with Versace. And then, suddenly, he was gone—and all we had left was his legacy of music and style.
Talking Master P Doll (1998)
Full camouflage suit—check! Gold-plated tank medallion—check! Shiny pair of ‘Versace’ shades—double check! How hot was the Versace brand in hip-hop circa 1998? Even a rap mogul's talking doll had to have Versace shades? Fifteen years after they first hit stores, we still can’t decide if these limited edition Master P dolls were wonderful or weird. Neither could shoppers. After moving 6,500 units, the line was discontinued. Today you can purchase a Percy Miller doll for $40 on eBay.
C-Murder "Heaven 4 a Thug" (1998)
Lyric: "Went from hand-me-downs to Versace suits"
"Heaven 4 A Thug" was a standout cut from the No Limit Soldiers 1998 album We Can't Be Stopped. C-Murder's single is all about coming up the hard way, and making it against all odds. For someone who grew up in New Orleans Calliope projects, nothing said success better than Versace. Unfortunately for Murder, aka Corey Miller, that taste of success was all too brief. He’s currently serving life in prison for murder.
Silkk The Shocker "If It Don't Make $" (1999)
Lyric: "Stepped out my house wit some Daniel Greens on/House wit' Versace and shit but I just throw some jeans on"
They may not have been known for their fashion sense, but the No Limit Crew loved luxe labels as much as the next rap clique—maybe a little bit more. This lyric from Silkk's Made Man album shows just how much he enjoyed shouting out Versace goods.
Big Pun "It's So Hard" (2000)
Lyric: "4X Versace, somebody stop me!"
In this posthumous hit, released just months after he died of a heart attack at age 28, Big Punisher made a strong argument for luxe-without-a-limit. Although his career was cut short, he is remembered as one of the greatest lyricists in rap history. Even though he was an extremely big guy, he appreciated the sex appeal that XXXXL Versace silk shirts afforded him.
Lil Kim's Versace Wig (2001)
Nothing says brand loyalty like a custom-made wig. As usual Donatella invited boldface-name friends like Salma Hayek and Pamela Anderson to her Spring couture collection, but it was Lil Kim who stole the spotlight in a blonde weave airbrushed with a trademark Versace pattern. Bow down to Queen B!
Lil Kim at the BET Awards (2003)
This Versace ensemble could easily be a beach bikini and coverup, but in Kim’s world it’s a gown worthy of a red carpet event like BET’s 3rd Annual Awards show. We ain't mad atcha, Queen B.
Kanye West "All Falls Down" (2004)
Lyric: "Rollies and Pashas done drove me crazy/I can't even pronounce nothing, pass that ver-say-see!"
Less than ten years ago, Kanye West was nowhere near the fashion icon he's worked season after season to become. But even in a basic brown blazer and a pink polo he was bold enough to shout out luxe labels like Versace (intentionally mispronouncing it to make a satirical point).
Pharrell on The Clipse's "Mr. Me Too" (2006)
Lyric: "Up in Donatella crib, me and like ten hoes"
When he dropped this line on The Clipse single, Pharrell wasn’t just saying it. The Virginia-born producer, rapper, singer, and fashion designer has been close friends with the Italian designer for over decade. As such he’s dined with her, partied with her, and yup, hung out in Donatella’s crib. More importantly, the song served as a reminder that ten years after ‘Pac and Biggie, Versace was still a force within hip-hop.
Kanye West "Friday Morning May 25, 2007 (Intro)" (2007)
The makings of a (self-proclaimed) fashion icon were clear in just the spoken-word opening track of Kanye West's Can’t Tell Me Nothing mixtape. On “Friday Morning May 25, 2007,” a boastful West proclaiming: “And the polo is Versace by the way... Dries Van Noten, Martin Margiela, Dior, what have you. Partake!” Good brands all, but please note which one he mentioned first.
M.I.A. "XR2" (2007)
Lyrics: "Versace jeans, shades and chains"
If the lyrics of "XR2" are any indicator, then even as an art-school student growing up in London’s rave scene—circa '92—M.I.A. was still swagged out. Her lyrics reference the sartorial Trifecta for Versace-loving artists.
Diddy and Donatella at the Fashion Rocks Concert (2009)
It’s deeper than rap: Donatella, here with Diddy at the 2009 Fashion Rocks Concert has built strong relationships with many rappers over the years, including The Notorious B.I.G. himself. “Biggie was amazing," she said in a recent interview. "He came to my shows in Paris many times and we’d see each other often. He always used to talk so nicely about my family. I think he was so smart, so intelligent. I do think a lot of people started to know about Versace because of him.”
Trina Walks the Red Carpet in Versace Beels (2010)
At the release event for her album Amazin', the ‘Diamond Princess’ showed Versace's edgier side when she worked the red carpet in these dotted, cut-out, leather "beels." (Yes: boots+heels. You read it here first.) These are a definite departure from the baroque, gold Versace pieces traditionally worn by rappers.
Pusha T on Kanye West's "Runaway" (2010)
Lyric: "You can't blame 'em, they ain't never seen Versace sofas"
Pusha T was not making this up. The rapper saw a Versace sofa up close and personal when the entire G.O.O.D. Music family was recording with Kanye in Hawaii. West also tweeted this photo of his custom Versace sectional. See more lavish Versace furntiture here.
Rick Ross at Summer Jam (2011)
It was the same black and gold baroque print Versace silk shirt we’ve come to love. But we’ve never seen it worn quiet like this: hanging loose and open to expose a big, round, tatted-up belly. When Ricky Rozay took the stage at Hot 97's 2011 Summer Jam he wore his Versace like a Bawse.
Nicki Minaj "Super Bass" Video (2011)
Versace steps its game up—literally—with these bold, beautiful, colorful and slightly difficult to handle corset heels worn by Nicki Minaj on her "Super Bass" video. Designs like this have helped Versace maintain a leg up on the competition.
Don C and Drake Wearing the Same Shirt
It's a classic case of who wore it best: Drake sported his blue silk Barocca shirt by Versace to his 25th Vegas birthday celebration. Right around the same time Kanye’s manager broke out the same haute piece, pairing the look nicely with a gold Versace bracelet. We’ll let you decide who won this round.
Theophilus London Performing in Toronto (2011)
Theophilus amps the crowd at Intermix’s official launch party in Toronto in a sick Versace x H&M bomber. The eclectic mix of bold colors and prints scene on the sleeves have evolved into a modern day signature for the brand.
Tyga "Careless World" Promo Image (2011)
Early promo photos for Tyga’s 2012 Careless World album feature Tyga, shades on, standing in front of a brocade tapestry in a silken brown and gold Versace shirt. The perfect image of a modern artist in classic garb.
Kanye West at the Victoria's Secret Fashion Show (2011)
Need proof that it's not always about pricey pieces for Ye? Look no further than this shot of the artist flossing in a $129 Versace for H&M jacket during this Victoria’s Secret Fashion Show performance. Yeezy rocking this piece before the collaboration hit stores built up even more hype for the collection and resulted in the longest lines ever for an H&M collection.
Vince Staples "Versace Rap" (2011)
Although this song doesn't mention the luxury brand by name, OFWGKTA-affiliated rapper Vince Staples chose to title this thought-provoking track (off his Shyne Coldchain Vol. 1 mix tape) Versace for a reason. It stands here as both a signifier of quality and a contrast to the hard times detailed in his powerful lyrics.
Soulja Boy & Riff Raff "Versace Bentley" (2012)
Lyric: "Riff Raff, Soulja/Versace Bentley"
Soulja Boy and Jody Highroller don't get along too well anymore. But back when they were cool they made a deranged song named after two luxury brands from the fashion and automotive worlds. The only "Versace Bentley" in the song's video was the one spelled out in the title of this single, but kudos to Soulja Boy and Riff Raff for managing to get some Versace chains to floss with. And young Soulja went old school with his retro Versace silk shirt and vintage shades—same make and model as Biggie’s.
A$AP Rocky "Goldie" Video (2012)
He may have been 8 when ‘Pac was repping Versace, but Rocky knows his hip-hop history. In an interview last December on New York City’s Power 105.1 he said, “It all started with a man named Tupac Shakur. First of all, Gianni Versace said that he was the most beautiful man, like he was in love with Tupac.” True or not (Rocky’s quotes are the only ones on the Web that substantiate this) the rapper continues ‘Pac’s legacy with numerous mentions of the label in his verses. He even rocked a vintage Versace ring in last year's “Goldie” video.
Azealia Banks in "W" Magazine (2012)
Haute off her breakout hit, "212," Harlem's own Azealia Banks slipped into this leather studded Versace skirt and bra ensemble for a shoot in W Magazine.
Tyga and Swizz Beatz in the "Do My Dance" Video (2012)
Just call it a "tank off." Tyga's multi-colored Versace Tank versus Swizz Beatz head of Medusa Versace tank in the video for Tyga's Swizzy-produced single "Do My Dance" featuring 2 Chainz. Simple, sophisticated—and a little surreal—Swizzy's tank easily won this one.
M.I.A. at the Versace Runway Show (2012)
It’s hard to pick favorites, but this look by M.I.A at the Versace 2012/2013 Fall/Winter runway show is very close to it. Head to toe gold link patterns aren’t for everyone, but on M.I.A pulls it off with ease.
French Montana, Meek Mill, and Jadakiss in DJ Khaled's "I Did It For My Dawgs" Video (2012)
Lyric: “Versace, same buckle on the loafers and the belt” —Jadakiss
It’s usually his lyrics that steal the show, but this time it was French Montana’s style that got the job done: a silk Versace scarf worn as a face mask in the video for DJ Khaled's "I Did It For my Dawgz," also featuring Rick Ross, Meek Mill, Ace Hood, and Jadakiss. Elsewhere in the video Meek shows off his black and gold Medusa head shirt, and Kiss boasts about his favorite accessories with a slick one-liner.
Teyana Taylor Stunting on Instagram (2012)
The Head of Medusa rears again, this time on a black fitted cap worn by Teyana Taylor. Hit the extra images to peep the Tupac T the singer/rapper paired it with (and another shot of her chilling with Will Smith). No wonder she decided to share these shots on Instagram. We like.
Trinidad James "All Gold Everything" Video (2012)
From Versace slippers to Versace chains, Trinidad James is a new-age connoisseur of old-school trinkets from the storied brand. But his best pick has been the subtle and sophisticated black and gold Versace belt worn in the video for his debut single. Don’t believe us? Just Watch. (Sorry, that was too easy.)
M.I.A. Versace Collabo (2012)
It’s just word on the street for now, but a sartorial collaboration between M.I.A and the House of Versace is supposedly in the works. During a talk at MoMA’s PS1 last November, the UK rapper/provocateur let slip that she’s working on a yet-to-be-announced project with the brand.
Nicki Minaj "Come on a Cone" (2012)
Lyric: "Do a show for Versace, they request me by name/And if they don't get Nicki, it just won't be the same”
Like Lil Kim before her, Nicki shows off her fashion stripes in this lyric by boasting about her connection with the House of Versace. True story—until the next hot femcee rolls around.
Tyga "Rack City" Remix Video (2012)
Tyga echoed the tribal theme of the remix video's set design with an equally tribal Versace silk shirt filled with stripes, symbols and vibrant colors. This was a fitting follow-up to the Versace accessories Tyga wore in the original Chris Robinson-directed "Rack City" video.
A$AP Ferg "Work" (2012)
Lyric: "Very rare Versace/I bet my silk will shock her"
The whole A$AP Mob are noted Versace fans, so A$AP Ferg’s witty one liner comes no surprise. He earns extra points for paying homage to the label's iconic shirt fabric and a No Limit Soldier (and proud Versace representer) Silkk Tha Shocker at the same damn time, in the same damn line.
Riff Raff at the Odd Future Carnival (2012)
When Riff Raff, pictured here with Earl Sweatshirt, took the stage at last October's Odd Future Carnival, he opted for Versace's signature Head of Medusa tank in classic gold and black.
Jeezy's Swag Matches the Sweater (2012)
The term “boss” comes to mind at the sight of Jeezy celebrating his birthday in Atlanta last October while wearing a black-on-black Versace sweater featuring the iconic Head of Medusa logo. Bonus points for the Air Yeezys on his feet.
Nicki Minaj at the Grammy Awards (2012)
Critics could point to the laundry list of things that are “wrong with this picture.” But we’ll refrain. Instead let's high five Nicki for copping a custom Versace for the 2012 Grammys that was crazier than any of her alter egos.
Wiz Khalifa "Remember You" Video (2012)
Dark, moody, and seductive, Wiz Khalifa’s video for "Remember You," his 2012 single featuring The Weeknd, shows the Taylor Gang rapper being measured by a tailor making a custom suit. His most striking accessory throughout a video filled with beautiful women:? A bold pair of Versace shades.
2 Chainz "I'm Different" Video (2012)
When 2Chainz dropped his "I’m Different" video last December, the ATL rapper may have been the star, but a department store worth of Versace-style clothes, accessories and throw pillows took center stage. Although Trendelements.com confirmed that most of the pieces were Jeremy Scott for adidas, there was no mystery where the designer drew his inspiration from.
Rick Ross "Pirates" Video (2013)
When Ross mouths the words “Christopher Wallace of my time,” he means it. To make the point clearer, the song's video features the obligatory speed-boat-with-a-pretty-girl-by-his-side scene—a trope Biggie pioneered in his "Hypnotize" video. Ross also reclines in an unbuttoned, gold-accented, black Versace shirt, a sartorial sample of Big Poppa swag.
Vado "Funkmaster Flex Freestyle" (2013)
Lyric: "Versace scarf over the head/Shout out Medusa"
Yeah, we were listening to what he said—but it’s what he wore during his interview with Funkmaster Flex on Hot 97 that piqued our interest: a cashmere Versace Scarf styled as a hoody. The scarf was perfectly positioned to give maximum exposure to the luxe label’s iconic Head of Medusa Logo. And for the benefit of the radio audience, Vado opened his freestyle (over Biggie's "Who Shot Ya" beat) by describing his headgear.
2 Chainz at the Grammy Awards (2013)
2Chainz once again selects Versace, this time for his red carpet appearance at the January 2013 Grammy Awards. While Versace shades and scarves are a wardrobe staple for the rapper, he took things a step further by donning a full-on Versace suit: cape, gold cummerbund and all. The only non-Versace in this get up? His Christian Louboutin tassled ’Mikaraja’ shoes.
Gudda Gudda in Birdman's "Shout Out" Video (2013)
Gudda Gudda's sartorial turn in Birdman’s "Shout Out" video proves he understands that an appearance on the YMCMB boss's single deserves nothing less than Versace. The rapper showed up and showed out with a black and gold Versace beanie and matching gold chains, all featuring the luxury labels iconic Head of Medusa logo.
Yo Gotti "Check" Video (2013)
For a song called "Check," about what he can buy because of his checks, Memphis rapper Yo Gotti knew just what to wear. In the song's video, which debuted in February 2013, Gotti rocks suede pants and gold chains by Versace.
2 Chainz on Trinidad James' "All Gold Everything (Remix)" (2013)
Lyric: "This Versace, that Versace, this Versace, too."
It’s never actually clear if 2Chainz is wearing Versace in the February 2013 video for the remixed version of the Trinidad James hit that also includes guest verses from Jeezy and T.I. But Chainz definitely gives the brand a major shout out on this record featuring ATL's finest.