Hip-hop duo Rae Sremmurd, self-proclaimed “Director of Vibes” YesJulz and Kylie Jenner are the new faces of PUMA’s 2016 Suede campaign. According to a new post on the brand’s IG page, the iconic PUMA Suede first launched in 1968, typically “worn by athletes, b-boys, and hip-hop stars of the day.” Now, Suede is making a comeback on the soles of a few of this generation’s biggest trend setters.
PUMA enlisted legendary hip-hop photographer Jamel Shabazz to shoot in the heart of New York City, as a backdrop for the new generation’s campaign. The images for the campaign embody the look and spirit of the ’80s and early ’90s hip-hop movement with big nods to groups like RUN DMC. Complete with phone booths, a graffiti-covered subway car, a boom box and pagers, the images become an instant flashback to hip-hop’s golden age. This juxtaposing, nostalgic campaign is definitely one for the culture, drawing in reference to music today with the help of the rapping pair.
Rae Sremmurd is currently gearing up for the release of their sophomore album, SremmLife2, later this summer. Kylie Jenner adds this accomplishment to her many business endeavors including her highly sought-after Kylie Lip Kit, while Julz has been managing artist 070Shake, hosting events with your favorite rappers as part of her #1AMVibes party series, and running her own events and marketing agency.
The PUMA Suedes are now available for purchase online and in stores. Peep images from the campaign below.