Who could ever forget when Gigi Lamayne fired back at Flvme during a heated Twitter feud in August where she declared ‘I’m not a musician baby, I’m a brand’. Well those words ring true for the 28 year old South African rapper who has partnered with Rock & Co footwear to launch her very own shoe line.
Gigi Lamayne shared via Instagram post that would be bringing fans an exclusive shoe line.
The rapper will be making history as one of the first female rappers in the country to make a big move in the footwear space. Speaking on the partnership, the ‘Ice-cream’ hitmaker shared that her willingness to create her exclusive line was motivated by the brand’s history working with Kwesta.
She added that the collaboration is close to her heart because not only is she happy about working with a South African brand, but it is also a way of honouring her mother, who grew up without shoes.
“My mom grew up very poor. She had her first pair of shoes when she was seven and didn’t even know which shoe went on which foot. For her to witness her daughter getting into this is the biggest joy,” she said.
Lamayne added that while endorsements are nice, she’s happy to have equity with the shoe brand. “We’ve seen artists collaborating with brands, but you don’t see equity. Brands can change their minds. With us, this is pure equity. Every time a shoe is sold, I get money from it,” she said.
The Gigi Lamayne x Rock and Co collection has two styles, including the Theatra 1 in black, chocolate and white. There is also Hypnotic 1 in nude and black.
Another South African celebrity who recently bagged a shoe deal is Bonang Matheba, who launched the Steve Madden x Bonang Matheba Holiday Select Collection in Cape Town last week.