Celine Taps Canadian Rapper Tiagz to Soundtrack Spring 2021 Menswear Collection

Photograph courtesy of Imaxtree

Overnight, Hedi Slimane unveiled his Spring 2021 menswear collection for Celine in a digital format. Called The Dancing Boy, the collection was shot at the Circuit Paul Ricard Formula 1 race track in the South of France and aimed seemingly entirely at Gen Z, with pieces inspired by teens in lockdown. This focus was even more evident in Slimane’s music choice – the designer commissioned a 15-minute long edit of Canadian rapper Tiagz’s TikTok hit, They Call Me Tiago (Her Name Was Margo).

Tiagz has blown up on the social media platform, largely thanks to the the above song, as well as My Heart Went Oops – both of which have soundtracked thousands of videos. He signed with Sony/ATV Music Publishing earlier this year, and boasts 2.2 million followers on TikTok.

As for the collection itself, Slimane says it was designed in St. Tropez “well before March” and was inspired by Noen Eubanks, the TikTok sensation who fronted a Celine menswear campaign last year. It featured plenty of youthful nods – what Slimane described as “the new adolescent codes” – including sneakers, oversized logo tees (some finished in a very quarantine-appropriate tie-dye), cardigans, patch-adorned and printed vests, ripped denim and leather trousers. Though not everything was grunge-y, with a couple of pairs of tailored trousers and blazers appearing in the mix. There was also no shortage of statement bags and jewellery to speak to the brand’s existing customer base.

Watch the show, and catch Tiagz’s exclusive extended edit, below:

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