In Paris: The rappers’ crazy parties during Fashion Week

How long gone are the days when the presence of American rappers at Fashion Week shows in the major fashion capitals was at best an eccentricity, at worst an incongruity. If MC’s proximity to the fashion world dates back to the foundations of hip-hop, the power of Jay-Z at the end of the 90s and the advent of Kanye West in the mid-2000s changed the situation.

Now in the front row during fashion shows, rappers are among the most anticipated celebrities, when they do not move to the other side, to artistic direction, like Pharrell Williams at Louis Vuitton. Emulation spreads from New York to Paris via London, with certain artists investing their time in creation. On Wednesday, English rapper Skepta participated in the launch of a pop-up store in the center of Paris.

Despite the planned advent of influencers and the always scrutinized presence of actors – Bradley Cooper and Omar Sy were at the Vuitton show – rappers set the tone behind the scenes. There are countless showcases organized in the most famous nightclubs in the French capital, headlined by American rap superstars.

Events that attract crowds. Don Toliver, French Montana, Lil Yachty and even Sheck Wes were able to realize their popularity in trendy circles revolving around fashion. But that’s nothing compared to Travis Scott, rap megastar, who returned to the arena during this Parisian fashion week. Cost of the precious ticket to attend the (short) performance of one of the most popular artists on the planet? Between 105 and 210 euros. Not enough to dampen his more than devoted fan base.

A winning move with a slightly bitter taste for the organizers and some of the admirers. Arriving in the middle of the night, the rap star did not perform any of his songs, but turned into a background artist, mixing his own playlist with exclusives revealed from his next album and a tasty afro-pop session. More refreshing than it seems, even if in his enthusiasm, the rapper damaged the equipment.

“Stop looking at me, just try to have a good time,” he insisted in front of a forest of smartphones.

A scene which sums up the paradox of a search for authenticity in the midst of essentially superficial events. Beyond these fashion shows and evenings where you have to see and be seen, Fashion Week reserves its share of creative energy, at the borders of fashion, cinema and music. Illustration with rapper Yasiin Bey (formerly Mos Def) who came to unveil his new album on stage with producer The Alchemist, at the Trianon, in Pigalle… with smartphones prohibited throughout the evening.