The credit scores at the start of the video show that this is an officially-sanctioned Gucci music video with Toronto artist Jimmy Prime, which is an intriguing meeting of rappers who count Euros, wear Gucci denims, lazily lounge with high-fashion designs, and also are greatly autotuned.
Generally, luxury brand collabs with music musicians are quick commercials instead of a full-length tune, that makes it feel kind of strange to me. It resembles using a developer head-to-toe– which I’m not entirely against but you need to take care.
What do you assume??
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