Travis Scott might be taking business lessons from Kris Jenner.
On Tuesday, fresh off of his Super Bowl halftime performance with Maroon 5, the 26-year-old rapper released the music video for his song “Can’t Say,” which features dark imagery of motorcycles, pyramids, horses and lots of flames. Through it all, Scott exclusively wears Saint Laurent.
The video is the first of its kind, completely produced and styled by the French fashion house and its creative director, Anthony Vaccarello. Pieces chosen for the three-minute-long video include a black-and-white striped shirt, a striking red velvet military jacket and a black brocade vest. Rapper Don Toliver, who is featured on the song, wears a simple black blazer over a Saint Laurent T-shirt, while extras sport matte black branded motorcycle helmets.
Though this particular partnership is unusual, it’s far from the first collaboration between Travis Scott and Saint Laurent. In 2016, Scott starred in a short film for the brand’s spring 2017 collection; last fall, he modeled in its spring 2019 ad campaign. He also recently created a limited-edition Saint Laurent vinyl that sold out immediately at French fashion boutique Colette, and at the start of January, Scott appeared on the cover of L’Uomo Vogue and inside the magazine wearing Vaccarello designs.
Scott has even immortalized his love for the label in a song with Migos rapper Quavo, called “Saint Laurent Mask.”
While brands like Beats by Dre, Ciroc and even Fashion Nova have all paid for placements in music videos from rappers and pop stars in the past, it’s an unprecedented move for a heritage fashion house.
Could this be the future of the celebrity endorsement contract?