Spotlight | France, Middle East
Luxury giants change their tune on French rap

Luxury houses are now being forced to get closer to certain French rappers, such as Orelsan, Gims and SCH.
Luxury houses are now being forced to get closer to certain French rappers, such as Orelsan, Gims and SCH. © Studio Pachamama
Having long snubbed French rappers in favour of their American counterparts with bigger audiences, luxury brands are now forced to ingratiate themselves with certain artists as they become indisputably influential. [...]
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