MILAN—Giuseppe Zanotti is ready to turn up the volume. To launch the House’s newest street-style sneaker, it’s teaming up with an unconventional front-man—actually, make that two. Hip hop duo Slim Jxmmi and Swae Lee of Rae Sremmurd star in the fast-paced, upbeat video that celebrates the “Blabber”—a skate inspired sneaker with plenty of new tricks. More music video than fashion film, the stylized crossover is an energetic, of-the-moment, visually rich romp, which finds brothers Jxmmi and Lee kicking it up with different versions of the “Blabber.” “Sneaker culture has become such a force in contemporary fashion,” says 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.”
Hailing from Tupelo, Mississippi, Rae Sremmurd—known for its infectious tracks, whimsical flow and expressive POV—has become one of hip hop’s most talked-about acts.Front and center in the “Blabber” video, the brothers’ energy and charisma are captured through stylized camera angles, which are cut with stop motion effects and graphic stills. The short piece, along with an accompanying series of portraits, is the perfect expression of the new sneaker—unapologetic, cool, fashion, understated but statement-making.
“The campaign is really young and fun. It’s for the new generation, new leaders, new trendsetters and new icons in the world,” says Slim Jxmmi.“Sneakers are a very important part of fashion because they can make or break your outfit,” adds Swae Lee “We want people to put their own twist on these sneakers through their own personal style.” The newest style in the Zanotti sneaker universe, the “Blabber” defies expectations with its seemingly simple design elements. By playing with new proportions, different materials and uncommon textures, the “Blabber” is primed to take all.