An introduction to the up and coming stars of fashion and culture
One of Demna’s strengths is in his ability to effortlessly generate virality. Capturing the defining figures of the contemporary for his runways, it’s a formula that works: from opening Vetements with Gosha Rubchinsky, Kim Kardashian in couture, Kanye West for Balenciaga – highlights are always the models.
Repeating once again for his debut Gucci, faces ranged from the Tom Ford era nostalgia of Kate Moss and Mariacarla Boscono to the newest superstars of Alex Consani and Amelia Gray. Men varied between muscled hunks and slender youths.
But of all the castings, two stood out the most. One pausing mid-walk to take a look at his phone, the other with one arm behind his back.
Identified as rappers Fakemink and Nettspend, you aren’t to blame if you’ve never heard of them – the two only blew up within the past couple of years. But with the afterparty featuring a live performance from Fakemink and his friends EsdeeKid and Rico Ace, now is the time more than ever to learn about them as Demna’s choice for the latest reflections of modern culture.
Who or what are they?
Gunner Shepherdson – also known as Nettspend – first gained traction in 2023 when his song “Drankdrankdrank” went viral on Twitter. Born in Virginia, he’s a pioneer in the jerk sub-genre of hip-hop, rooted in internet circles of SoundCloud rap. Starting by periodically posting singles online, 2024 saw the release of his first album Bad Ass F*cking Kid.
He’s become known for his sound – one that is almost the complete opposite of mainstream tastes. Having collaborated with established musicians like Chief Keef, Lucki and Lil Uzi Vert, pitched vocals, distorted beats and loosely coordinated lyricism have garnered him both an ardent fanbase and rejection from older audiences. Featured in campaigns for Vans and Marc Jacobs’ Heaven and Miu Miu’s FW25 show, his controversial artistry has brought him a unique cultural presence.
Fakemink hails from the other side of the pond. Adjacent to Nettspend, he also found a major foothold in 2023 with his mixtape London’s Saviour. Truly solidifying his rise with a feature on fellow Brit Esdeekid’s LV Sandals, he’s one of the standout figures of underground hip-hop in the past two years.
Both a rapper and producer, his softer sonic identity is self-described as “luxury rap” – mixing together dreamy flows with a gritty aesthetic. Associated with indie sleaze revival icons The Hellp and Suzy Sheer, his style is similarly casual. He’s been recognised by industry giants like Frank Ocean, Playboi Carti and Drake; modelled for Supreme campaigns; and had his music featured in Alexander McQueen shows – an internet age star.
What’s their style?
Regardless of their music’s quality, one of their biggest appeals is the clothes they wear. Dropping designer names in lines, Instagram fit-pics and fashion week appearances, their online influence in trends is unmatched.
Immediately identifiable by his bleached shoulder-length hair, Nettspend’s style prefers archives to newer pieces, taking the aesthetic motifs of mid 2010’s hip-hop artists with a more casual approach. Raf Simons, Maison Margiela and Rick Owens are mixed and matched, avant-garde aesthetics reimagined for a casual, nonchalant sleaze.
Fakemink is more associated with recent social media trends of indie sleaze. Wearing the iconic denim of Hedi Slimane’s tenures at Dior Homme and Saint Laurent Paris, skinny silhouettes sag, mixed with simple graphic t-shirts and accessories.
As Demna touches down with underground movements and internet virality, the choice of these two comes as no surprise as music’s next-up.
See also: 2016 nostalgia: What happened in fashion in 2016?
