Review of Kith Spring 2024 Ad Campaign by Creative Director Ronnie Fieg with Talent Cam’ron
Kith makes moves into the music business and seeks to revive the career of an early-aughties icon with its new Spring 2024 campaign starring none other than rapper Cam’ron.
The brand is no stranger to unexpected casting choices or unique collaborations that reach far beyond the world of fashion, and this campaign brings both of these practices together. Not only is it a collection launch that features a unique star who helped to define the look and sound of late-90s, early-2000s hip hop – an aesthetic era which has a big influence on the Kith aesthetic – but it also serves to debut the first output of Kith as a record label. The boundaries between campaign film and music video blur, as the portraits of Cam’ron riding in a subway car full of pink roses seamlessly transitions into the music video for his and Swizz Beatz’ new track “Last Stop.”
It’s exciting to see Kith push the boundaries and find new ways to utilize its creative community to spark moments of creativity and collection. In an interview with Complex, the brand’s founder and creative director Ronnie Fieg said that he wasn’t seeing the Kith record label as being conceived of as a new financial endeavor for the brand; rather, it is a way to celebrate and create with the artists he loves while enriching the creative spirit of each season by giving it a custom soundtrack.
Music of course plays a huge role in fashion communications, and this approach feels like a great way to be more intentional about how every aspect of a brand’s creative output can reinforce and harmonize with each other. The Kith creative world is growing not only stronger, but deeper. And, though it may not be explicitly intended as a new financial push, there’s nothing like some nostalgic and stylish musical marketing to drive sales.
Kith Creative Director | Ronnie Fieg Talent | Cam’ron Music | “Last Stop” featuring Cam’ron with instrumentals produced by Swizz Beatz Florist | Venus et Fleur