Fresh off the victory lap that was Birds In The Trap Sing McKnight — one of the best albums to come out of September 2016 — Travis Scott is appearing in a high-end film for Yves Saint Laurent. Though he’s long adopted the nickname La Flame, we’ve never seen Scott actually embody that name, until now.
In the short visual he literally sets himself on fire. Of course, the gist of the video is to advertise Yves Saint Laurent’s spring collection and the dystopian clip, which was directed by Nathalie Canguilhem travels across various landscapes, underwater, and through fire, to prove the resilience of these clothes.
Scott released his own mini-doc earlier this year, full of behind-the-scenes footage. The pairing of rappers and high-fashion designers is nothing new in 2016. Ever since Kanye begin hammering on the fashion world’s door, more and more rappers have begun to crossover into the fashion world. ASAP Rocky and Young Thug have become givens in that world, but it’s not surprising that given his standing as Kanye’s protege of sorts, Scott would be similarly drawn to the world.
While brands are doing their best to interpolate hip-hop’s inherent cool factor, why doesn’t someone jump on the unparalleled appeal of “Pick Up The Phone” and make a film we’d really enjoy. High-fashion, ball is in your court.