Travis Scott released the video for his single "Can't Say" this week, and the whole damn thing is stylish as hell. It's full of skinny jeans and statement-making jackets and razor-sharp tailoring of the kind you'd expect from a guy who's constantly draped in Saint Laurent. You can't ignore the fashion.
And as it turns out, that's the whole point. Because the video is "produced" entirely by Saint Laurent. It's basically three minutes and 16 seconds of marketing for designer Anothony Vaccarello and the powerhouse French fashion house. I don't say this as a knock against the clip. In fact, I'm kinda fine with it. Because despite the brazenness of it, it's kinda seamless and, well... good.
For context: I couldn't even make it through the first minute of the "No Brainer" video from DJ Khaled and Bieber and the rest without pausing for the ridiculously obvious spon-con moments. I'm not against artists financing the expensive act of making music videos in this day and age, when all the old rules of being a musician are out the window. But it was just too clunky.
Travis Scott and Saint Laurent, on the other hand, set a theme and stuck with it—that's why it works. When the game is product integration, that's about the best outcome you can hope for.
From: Esquire US