Siddhartha Shukla, Lanvin’s deputy general manager, said the collaboration between the house and the Atlanta-based rapper began “organically” after Future expressed interest in Lanvin’s designs. Speaking of WWD, Shukla described him as “one of the most important and influential musicians, producers and artists worldwide” and said that “his role in the inauguration of Lanvin Lab carries a sociocultural resonance”.
The partnership is in keeping with Lanvin’s history, as founder Jeanne Lanvin was known as an “arbiter of culture”, filling his inner circle with various forms of artists. Lanvin’s daughter (and muse) Marguerite was a musician who served as further inspiration for the fashion house’s ties to the world of music. Future, a highly successful and prolific artist in his own right, serves as the ideal candidate to carry on Lanvin’s long-term passion for music.