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  • Lacoste M89 OG – ain’t Mehdi-ocre

Our campaign for the freshly dropped M89 needed a partner who captured the zeitgeist of right now. Rap, trap and hip-hop artist Di-Meh is massive in France and Switzerland, and his popularity is growing – it’s not just his earworm-inducing, up-to-the-minute beats that people love, it’s also his streetstyle and attitude. We knew a collab with him would be perfect to promote French clothing and footwear company Lacoste.

Now 26, Di-Meh has been on the mic for years. Born Mehdi Belkaïd in Geneva, he joined the Genevan rap collective 13 Sarkastick at a young age. He arrived in Paris as a teenager and met other artists, forming collabs with Népal and 75ème Session. His reputation soon exploded across France, and he’s now big in both the French and Swiss music scenes, with his renown and popularity constantly on the rise. He’s so current, capturing the spirit of now so perfectly, that Titolo knew the love and respect listeners have for him would be perfect for the Lacoste M89 campaign.

We shot Di-Meh in and around a sleek, metallic olive-green BMW – cars often feature in his music videos so this scene worked well for him. His clothing and footwear style in his videos is forthright – bold, bouncy, bodacious, yet still smooth, and perfectly melded together like his sounds. For this shoot we chose classic chinos, a white roll-neck and a black branded Lacoste V-neck knit sweater. The M89 Lacoste sneakers, with their slight 80s vibe, are perfect for this look.

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SNEAKERS

Sneakers have always been associated with both comfort and style! No other category of shoes can give you the same vibe like a pair of hip sneakers. Sneakers are the type of shoes that see no gender, making them the perfect unisex choice. Both men and women can wear the same designs and styles. Isn’t that awesome! Titolo is your one-stop-shop for all the diverse varieties of sneakers out there, whether you are looking for classic, retro, streetwear, fashionable, or just functional styles. Can’t decide on what to buy? No worries, log in to Titoloshop.com and browse through our thousands of sneaker choices to find the right match for you. As someone wise once said, people make shoe contact before making eye contact; hence one can’t compromise sneakers!

STREETWEAR

Streetwear is a term for casual clothing that became global in the 1990s. It all started in New York where fashion was influenced by hip-hop culture and skateboarders. The term quickly spread from New York to the rest of the world. Streetwear includes anything casual and comfortable, like baggy denim jeans, caps and sneakers. Streetwear style is constantly evolving and developing. In the past couple of years, 90s fashion has started to become trendy again and that decade is having a big influence on streetwear styles. The hype for trendy sneakers and the baggy jeans look is back – at least until the next trend comes along.