Giuseppe Zanotti has tapped Slim Jxmmi and Swae Lee, the brothers of hip-hop duo Rae Sremmurd, to support the launch of the brand’s new sneaker, called Blabber.
The two brothers are the protagonists of a digital-first campaign, which includes a fast-paced video, as well as a series of key images.
“The sneaker culture has become such a force in contemporary fashion,” said Giuseppe Zanotti. “And for the Blabber, in particular, I wanted to break the rules and create an unexpected campaign — there are no better rule-breakers than Rae Sremmurd.”
In the short movie, which is filmed to resemble a music video, Slim Jxmmi and Swae Lee sport different variations of the Blabber, which is hitting Giuseppe Zanotti stores, as well as the brand’s online shop and selected retailers in the world, on Monday.
“The campaign is really young and fun. It’s for the new generation, new leaders, new trendsetters and new icons in the world,” said Slim Jxmmi.
“Sneakers are a very important part of fashion because they can make or break your outfit,” added Swae Lee. “We want people to put their own twist on these sneakers through their own personal style.”
Available for both men and women, the Blabber, which features a construction inspired by the world of skating, comes in three versions, including a canvas low-top, and another low-top crafted from crocodile printed leather, which is also used for a high-top.
Each pair shows an all-white or all-black sole and Giuseppe Zanotti’s signature back zipper. Retail prices range from $495 to $650.