HOW DRAKE USED FASHION TO CEMENT HIS CELEBRITY STATUS
“I want the money,
Money and the cars,
Cars and the clothes…”
– Trey Songz, on Drake’s 2008 Song “Successful”
Drake is one of the most influential and polarizing hip-hop artists in music today. The Toronto-raised rapper is viewed by some as an emotional and repetitive poser and by others as a creative and authentic innovator (who can be a little eccentric). Regardless of your perception of him, his reach and popularity are undeniable. All four of his studio albums and his last two mixtapes have reached or surpassed Platinum certification from the Recording Industry Association of America (RIAA), meaning there were at least a million sales per project.
Contrasting his current image, Drake began as an actor on the Canadian TV Show Degrassi: The Next Generation, playing the role of a teen who used a wheelchair. However, he left the show to focus on his musical career. Drake eventually released a breakout mixtape in 2009, So Far Gone, which detailed his relationships and introduction to fame. With the release of his first album in 2010, it became clear that Drake’s lyrics usually centered around his celebrity status, stacks of money, and relationships with women and his family. Via his lyrics, Drake began to try to distance his image from the character he played on Degrassi.
Drake as Jimmy Brooks on Degrassi: The Next Generation
Yet, Drake’s lyrics aren’t the only way that he has tried to change the public’s perception of him. Fashion is at the heart of the way that people are viewed and Drake is no exception. The style of Drake’s Degrassi character featured plain and simple outfits to fit his character. Similarly, Drake’s style at the beginning of his career didn’t match the image he projected in his lyrics. For example, Drake is almost unrecognizable on the cover of his 2007 mixtape, Comeback Season, which features himself in a peacoat in front of a fall-inspired scene.
As Drake grew as an artist and released more music, he started to dress more like the Drake we know today. After releasing his first two albums, he co-founded a record label called October’s Very Own (OVO) Sound and began releasing merchandise. This allowed him to more assertively cultivate his personal style. OVO’s first public clothing release featured their owl logo and branding on shirts, a sweater, and a varsity jacket made by the Canadian company Roots.
Collaborations with OVO started to multiply following this release. A few shirts were released as a collaboration with the Japanese brand Nepenthes in anticipation of Drake’s “No New Friends” - the collaboration’s color choices foreshadow OVO’s reliance on gold, black, and their reluctance to use anything bright. The brand has also collaborated with Canada Goose multiple times and stylistic changes are easily tracked; while the 2014 Canada Goose x OVO jacket was designed with a gray digital camouflage pattern and orange interior, the 2015 collaboration featured a sleeker all-black bomber. 2016 marks the first year that Canada Goose and OVO have collaborated on a spring collection and upholds OVO’s love for simplicity, relying on a muted and subtle camouflage pattern.
2012 Nepenthes x OVO No New Friends Tee
2014 Canada Goose x OVO Chilliwack Bomber
2015 Canada Goose x OVO Foxe Bomber
2016 Canada Goose x OVO Timber Shell
Some of OVO’s most important collaborations have been with Nike’s Jordan brand, which allow the OVO name to reach a larger audience. A 2016 collaboration produced black and gold shirts, hats, a luggage bag, and full sweatsuit. Also, OVO has released versions of the Jordan 8s, Jordan 10 Retros, and Jordan 12s. Recently, to commemorate the release of Drake’s latest studio album Views, OVO Jordan 6 Lows featuring “VIEWS” on the shoes’ soles were announced to be in production.
OVO x Air Jordan All-Star Sweatsuit
OVO x Air Jordan 6 Low
The latest trends to come from OVO’s merchandising and collaborations show that Drake is using clothing to establish a certain image for himself. The black and gold combination is not only sleek but matches the lavish experiences that Drake has been rapping about for the last decade. With Drake’s image barely affected (and possibly even improved) by the strange but viral Hotline Bling video, it’s clear that Drake is one of the most unshakeable celebrities in music today. Unquestionably, OVO and Drake’s stylistic choices have helped get him there.As Drake grew as an artist and released more music, he started to dress more like the Drake we know today. After releasing his first two albums, he co-founded a record label called October’s Very Own (OVO) Sound and began releasing merchandise. This allowed him to more assertively cultivate his personal style. OVO’s first public clothing release featured their owl logo and branding on shirts, a sweater, and a varsity jacket made by the Canadian company Roots.
