KidSuper launched his own record label

The brand new expansion of KidSuper, a pioneer in sportswear, is entering the music industry. After collaborating with PUMA and developing a guest collection for Louis Vuitton, American designer Colm Dillane has decided to launch his own in-house record label, "KidSuper Records." The label's first single will be released this Friday, October 25th, featuring a collaboration between British rapper Giggs and former Migos member Quavo, titled "Big in Da Game". The teaser for the music video has been posted on the brand's official profile, featuring the two artists alongside the American designer in outfits inspired by the universe of the cult British series Peaky Blinders. As a promotion for the single and the label launch, KidSuper has decided to hold a surprise giveaway for all users who visit the record label's website and pre-save the song on streaming platforms, where lucky winners will receive pieces from the brand’s latest collection.

The initiative is not entirely unexpected. In 2023, when Dillane was a guest designer for Louis Vuitton’s FW23 menswear collection, he brought Rosalía to the runway, merging the worlds of music and fashion in one of the key moments of Paris Fashion Week. While the move is in line with the identity of the brand and designer, it signals an unprecedented strategy in the world of luxury and fashion. In recent years, the relationship between fashion and music has become increasingly evident, with Pharrell at the helm of Louis Vuitton’s menswear, Dua Lipa’s capsule collection for Versace, and official brand soundtracks, such as the collaboration between Dev Hynes (aka Blood Orange) and Marni. During Milan Fashion Week menswear, the show by Domenico Formichetti PDF even turned into a concert, featuring performances by special guests Gaia and Tony Effe.

With the luxury crisis, it has become increasingly evident that major fashion houses need to invest in alternative markets. Among the favorites are hospitality and dining, which have long been alternative ventures for large groups like Kering and LVMH. But in a landscape where more cities are continuing to limit tourism and economic crises permeate every possible sector, focusing on music doesn’t seem like a bad idea. If recent luxury sales are only showing negative figures, even for the unthinkable, the music industry appears to be in constant growth: both streaming giants, Spotify and Apple Music, recorded steady growth in both the first and second quarters of 2024. Who knows if, thanks to KidSuper’s new initiative, more fashion houses will decide to invest in the music industry, further strengthening the connection between these two creative worlds.