Gucci Is Officially Hip-Hop's Favorite Brand

Kevin Mazur/Getty Images for Anheuser-Busch

Going by name checks alone, Gucci's pulled ahead based on two new songs.

There's no doubt that in 2016, Gucci is the hottest fashion label on the planet. Editors can't stop praising creative director Alessandro Michele's over-the-top vision for the storied house, while celebrities everywhere can't stop scooping up new pieces. (See: Jared Leto on the cover of GQ Style). And group that's wholly embraced the new Gucci and its flex-heavy inventory counts some of the biggest names in the rap game among its members, from 2Chainz to Pusha T to, naturally, Gucci Mane himself. Kanye West said "I'm about to go Gucci in the Gucci store" on "Champions," the first of many name-checks for the Italian brand this year. But this week, not one, but two songs dedicated to the new Gucci hit the airwaves.

The first was new G.O.O.D. Music signee Tyga's "Gucci Snakes," which features the hook "I just spent ten bands at Gucci" (which isn't that difficult when Michele designs things like $3,000 bombers with regularity). Despite the fact that Tyga is more known for his sole on Kylie Jenner's Snapchat than as a rapper, the song has enough bounce to be a hit.

The second Gucci song is from a man who knows a thing or two about hits, Jermaine Dupri. Today he unveiled his new Timbaland-produced single called "Alessandro Michele," which he pronounces "Al-es-ANN-dro Mic-kay-lee" and rhymes with "you can't play me." He also calls out Gucci's signature ribbon with the line "red and green, you know with the white stripes," and uses the familiar rap phrase "it's all Gucci." Meanwhile rapper Da Brat lays down my personal favorite line on the song "I'm a G-U-C-C-I." It's a shame the producer and man on the track both peaked when Tom Ford was steering the Gucci ship, because it's a lot of fun to listen to.

Point is, Gucci is a favorite for people of all ages, as a recent New Yorker profile of Alessandro Michele points out. Gucci's clothes are bold, but there's nothing about a pair of snake-embroidered Gucci loafers that makes them just a young guy shoe. (In fact, they can give off some some serious old guy swag.) But this does mark a defining moment for Michele, as getting a cosign from the hip-hop community usually means one's designs are poised for a mass market takeover. However, like Givenchy and Saint Laurent before them, hip-hop's obsession with a designer brand usually doesn't last very long. But for now, nothing can stop Michele's momentum, and now he's got a couple new anthems to celebrate his success.

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