Rae Sremmurd and Rich The Kid are both known for their fashion sense as much as their music. Now, they aim to bring their fashion game to new heights as they recently signed a deal with Wilhelmina Models.
Rich The Kid explained in a press release that he joined Wilhelmina Models in order to get “closer with brands, and also will help me with getting out there more.” The “New Freezer” rapper further explained why fashion was important to him, adding, “it’s my appearance, so I feel like fashion plays a big part in music.”
Rae Sremmurd also expressed their eagerness in working with the longtime fashion agency in an emailed statement.
“We’re excited to join the Wilhelmina family; they take risks in the fashion industry the same way we take risks in music,” the star duo explained. “We got a lot of dope things coming up, so it is going to be cool to see how we can take it to the next level in fashion.”
While Wilhelmina never had a reputation for working with Hip-Hop artists, aside from Nicki Minaj longtime agency aims to beef up their celebrity division and “increase its focus in the celebrity sphere”.
“When I came to Wilhelmina about three years ago, our celebrity division really wasn’t as robust as it is now. It was part of my business to really be engaged in the celebrity part of our business,” said Bill Wackermann, the fashion firm’s CEO. “Wilhelmina has always had a celebrity part of our business — we had Beyoncé when she left Destiny’s Child, we had Whitney Houston back in the day, we had Usher, but it had become sort of quiet.”
To Wackermann, fashion partnerships are a major opportunity for artists and celebrities that deserves strong navigation.
“Fashion is such a world within itself — it’s very specific,” Wackermann said. “We specialize with the celebrity in the fashion and beauty space, and that’s all we represent them for. If it’s a car commercial, that’s not us, but, if it has to do with fashion or beauty, that’s where we represent them.”
He added, “We look for people who have a creative eye and outlook, and that they love fashion.“If you’re going to play in the space today, it’s got to feel authentic and it’s got to come from a real place.”