French Montana is branching into fashion after teaming up with online retailer Boohooman.
The label, an offshoot of the successful U.K.-based fashion brand Boohoo, has previously tapped the likes of Tyga and rap duo Rae Sremmurd, and is continuing its tradition of collaborating with music stars by hiring French to design a new collection.
“I am excited to be working with boohooMAN,” the hip-hop star said in a statement. “They have made me feel like part of the family. I look forward to launching this collection for the world to see.”
Moroccan-born French, who moved to America with his family aged 13, co-designed the 65-piece Spring/Summer collection, made up of bold tropical and leopard prints, colour variances and summer cuts, with the brand’s design team.
He was inspired by his Moroccan heritage, with the line also influenced by Mediterranean trends. Prices range from $14 to $85 and the pieces will be available globally from 12 April.
“We’re excited to announce our largest global partnership to date with international hip-hop artist French Montana,” said Samir Kamani, CEO of boohooMAN.com. “French directly appeals to our target audience and we’re excited to have him join the boohooMAN family.”
Grammy nominee French also fronts the advertising campaign, and has been posting images on his social media pages.
The 33-year-old released his debut album, Excuse My French, in 2013, and started dating Khloe Kardashian a year later, after she split from husband Lamar Odom. The pair have remained on friendly terms since their split in late 2014, though French has yet to comment on rumours that pregnant Khloe’s current boyfriend, and baby daddy, Tristan Thompson has cheated on the reality TV star.
Basketball player Tristan has been accused of being unfaithful following the emergence of two videos which appear to show him kissing other women.