The credits at the beginning of the video indicate that this is an officially-sanctioned Gucci music video with Toronto artist Jimmy Prime, which is an interesting meeting of rappers who count Euros, wear Gucci jeans, lazily lounge with high-fashion models, and are heavily autotuned.
Typically, luxury brand collabs with music artists are brief commercials rather than a full-length song, which makes it feel kind of weird to me. It’s like wearing a designer head-to-toe—which I’m not totally against but you have to be careful.
What do you think??