Travis Scott has dropped a teaser for his joint project with Audemars Piguet, which he claims to have been working on for a long time.
On Thursday (November 30), the 32-year-old shared a trailer for a new line of apparel and accessories for the Swiss luxury watch manufacturing giant. The intentionally blurry and low-quality video gives viewers a glimpse at the catalogue, the main attraction of which is a Royal Oak watch.
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“IT took me and the gang 4years. And now it’s time literally Never been more excited From Houston to Switzerland,” he captioned the Instagram post.
A noteworthy element of the social media clip is that it is soundtracked by an updated version of Kanye West’s viral Donda leak, “Future Sounds.” Still unpublished, the snippet features the superstar rapping: “Might as well turn up now, he gon’ pop up unannounced/ To the trumpets, do you like the way it sounds?/ You the future of the bounce/ I can hear your thoughts so loud.”
“Travis could raise an army,” Audemars Piguet’s CEO François-Henri Bennahmias told The Business of Fashion in late November. “He’s got such a power. People follow him in a major way.”
He added: “People will go nuts when they know that AP and Travis have made merch together. It breaks pretty much every code. Is it going to be successful? We could have multiplied the quantity by at least 10 times and still been successful.”
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In addition to the watch, Scott’s collection will consist of caps, t-shirts, hoodies, jackets, shorts and pajamas. All proceeds from the collection will go towards energizing the scholarship program of his Cactus Jack Foundation.
The Southern rapper’s much-delayed with Dior collaboration went public in July 2022. The 93-piece collection was the brainchild of Scott and the fashion house’s artistic director of menswear, Kim Jones.
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Inspired by skating culture and La Flame’s eccentric style, the capsule boasted an array of bright colors and paied tribute to ’70s-style silhouettes.
Prices ranged from $240 totr $9,800 for clothing items and accessories including t-shirts, sweaters, sunglasses, backpacks, socks, scarves, jewelry, bucket hats and more.
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According to Complex the Cactus Jack x Dior also had a charitable angles. A portion of the proceeds from sales were donated to Project H.E.A.L., an initiative to give back to the Houston community’s youth by providing mental health services and helping fund design workshops.
