Luxury label Louis Vuitton does not want to be associated with hip-hop. For years, Vuitton has seized every opportunity to dissociate itself with the urban movement. For you doubters, here is some proof:
#1: In 2003, Louis V. sued Sony records for allowing rapper Da Brat to bounce around a monographic Louis Vuitton print beach ball in her In Love with you video. This year, Vuitton won the suit for an undisclosed amount.
#2: In 2008, Louis Vuitton put the brakes on T.I. and his "Swing Ya Rag" video because the "rag" he's talking about is a Louis Vuitton scarf. In his track, T.I. flaunts his status by saying "All right, okay, I don't dance, no way. I just take my Louis rag & wave it round in the air". Unfortunately for the rapper, Louis Vuitton DID NOT want to share its luxury status. So, T.I. got sued by the French label. In an MTV interview, T.I. explains that:
"We spoke to them. The video, it’s done. But I guess it’s one of those corporate things where they don’t wanna be associated or affiliated with a certain type of brand. A T.I. video ain’t the best look in their eyes right now. No harsh feelings”.
Again, Louis Vuitton does not want to be associated with the hip-hop movement. So then why is Kanye West (in the above video) spitting a narcissistic rant in a room filled with L.V. swag? Because this year, Kanye collaborated with Louis Vuitton to create a sneaker line. The red sneakers made their debut at Paris Fashion Week.
Is hip-hop fashion and its artists now worthy to be associated with the Louis brand? Did LV have a change of heart? Is Kanye an exception to the rule or a sell-out? You decide.
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