Gianni Versace's clothes have become the must-haves of the hip-hop scene, which is not to suggest that Tommy Hilfiger and Nautica are about to be unseated, but Versace fashions are starting to show up in videos of rap artists. In the ultimate indication of arrival, Versace is even mentioned in a current hit by the Notorious B.I.G., a new rap star.
Jermaine Dupri, a 23-year-old music wunderkind, earlier this year suggested that his group Xscape wear Versace for their press photos and on the cover of their new album.Dupri, who is chief executive officer of So So Def Records in Atlanta, Xscape's record label, said he bought the Versace clothes retail from Neiman Marcus and the Versace boutique in Atlanta. He said he himself started wearing Versace earlier this year. "I got tired of wearing Armani," he said. "I still wear Armani, but I wanted to try something else."
Dupri, who has never worked with Versace's wholesale arm, fields huge wardrobe bills. The investment, he said, is worth it. Xscape's album is a pop and R&B hit. "I do it for my groups because it makes them stand out, it makes them look like stars," he said.
Donatella Versace, co-designer for the house of Versace, said the company expects to begin working with rap groups such as Salt N' Pepa. "A lot of musicians love the clothes, and Gianni always looks to give a contemporaray edge to his clothes," she said. "The mix of cultures is very important." As Dupri pointed out, Elton John and Prince have long worn Versace.
"People are tired of dressing down," said Yana Lee Fong, a stylist who works on videos and film. "Women want to look a lot more feminine. There's also a lot more money in rap, and they're becoming more and more exposed to European fashion. They all want to look different now."
Lee Fong said she expected the popularity of Versace to grow among women and remain strong only among the elite in the male rap community. "Versace clothes tend not to be very masculine," she said.
- Constance C.R. White