In the past few years, 90’s fashion has had a resurgence with millennials. Some of the biggest brands of the time are changing with the tides and trying to connect with the current youth by incorporating the new school supermodels and musicians. Tommy Hilfiger collaborated with Gigi Hadid for their F/W16 collection, which did extremely well. Also, Guess teamed up for a limited-edition capsule collection in early 2016 with famous rapper A$AP Rocky.
The latest 90’s brand to team up with a young, hot, musician is Nautica. The brand just announced that they have named the rapper Lil Yachty as a creative director. This announcement comes after Lil Yachty’s partnership with the brand last year on a capsule collection he modeled for their Urban Outfitters collection. In an interview with WWD, president of Nautica, Karen Murray explained why Lil Yachty was the perfect choice for the partnership.
“We are excited to be collaborating with Lil Yachty this year,” said Karen Murray, President of Nautica. “He is much more than just a music artist. He is a creative soul. His innate passion and affinity for the brand, fabulous taste level and the way he looks in our clothes, make him the perfect partner for the Nautica brand.”
Yachty is best known for his song “One Night,” and numerous collaborations with artists such as Drake and A$AP Ferg. The rapper seems to be having the start of a fantastic year and seems to be excited about his new home stating ” It is time to turn up at my new home” with this post via Instagram.
He is featured on the Forbes “30 Under 30” list, and also nominated for his first Grammy in the best rap performance category. His new role as creative director at Nautica is just another highlight to the start of a great year for the 19-year-old rapper.