Italy’s most stylish rapper launches streetwear collection with Benetton
Italy’s most stylish rapper launches streetwear collection with Benetton
One of the biggest names in the Italian rap scene, Ghali Amoudini, shot to fame overnight in 2016 with his record-breaking debut track Ninna Nanna. The 28-year-old Milanese has since delivered hip hop hits like Ricchi Dentro (2017) and Marymango (2020) and has become a popular youth icon in Italy and abroad. His music is heavily influenced by the American ‘Rap God’ Eminem, and originated and thus thrived in the underground Italian rap scene when Ghali discovered his natural talent for writing. His writing fleshes out counter-hegemonic and liberal ideas which question discriminatory Italian mindsets. In his song “Cara Italia” or “Dear Italy” (2018) he talks about the discrimination against immigrants in Italy.
Italians love to dress well, and Ghali is no exception. Most popularly known for his signature bright-colored dreadlocks, he was dubbed “Italy’s most stylish rapper” by Vogue. Channeling his style and creativity into wearable fashion, Ghali collaborated with Benetton to produce a capsule collection titled United Colors of Ghali. The news follows the announcement of the brand taking on Ghali as the Global Ambassador earlier this year.
The artist had also collaborated with the brand on collateral initiatives like the Spotify United Sounds of Benetton Playlist. Speaking on the collaboration, Ghali says, “We tried to create something stylish and comfy that everyone can wear… We are the new designers, designing both clothes and music.”
Image Courtesy – United Colors of Benetton
Benetton unveiled its new collection at the ongoing spring/summer event of the Milan Fashion Week, which kicked off on September 21st. Using the traditional Benetton colors in a new way, Ghali has introduced unique patterns and designs that are quite popular amongst the youth and resonate with his own aesthetic. The collection offers oversized streetwear, baggy hoodies and Gucci-esque printed athleisure co-ords in bold colors – showcasing a hip hop influence. The motifs, patches and pop lettering refer to Ghali’s background and his journey. The rapper faced a rather difficult childhood. Born to Tunisian immigrant parents, he grew up in one of the roughest neighborhoods of Milan – Baggio – and was raised by his mother single-handedly after his father was imprisoned. Ghali struggle to rise from shanty suburbs to a household name is reflected in these designs.
Image Courtesy – United Colors of Benetton
Inspired by his love for ultra-luxury combined with leisure, the collection offers oversized sweatshirts in unique and trendy designs – some have embroidery, some feature hand-written slogans, while some showcase the combined Ghali/Benetton logo in full print. Before the first drop of the capsule collection, Ghali released a varsity jacket embellished with statement patches on both the front and back.
The collection aims to be a multicultural and integrated one that is as versatile as can be. Benetton has also released caps, bags and hijabs in the collection for versatile styling and diversification of their audience. Massimo Renon, CEO, Benetton Group, says, “Blending Benetton’s DNA with Ghali’s creativity was a significant decision. We are proud that the capsule will finally be available to our customers.”
Image courtesy – United Colors of Benetton
