GIGI Lamayne has become the first female rapper in Mzansi to launch her own shoe line.
She has joined the likes of Cassper Nyovest, AKA, Kwesta and Emtee.
The 28-year-old told Daily Sun she partnered with Rock and Co Footwear for the line.
“A very good friend of mine told me they were looking to work with someone. The things I love the most are hair, nails and shoes,” she said.
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“Every time I’m booked for a show outside South Africa, I make sure to get something from a shoe brand from the place. I’ve got a collection of sneakers.”
Gigi said the company was the perfect fit for her as it was proudly South African.
“This is the same brand that worked with Kwesta, so for them to trust me that much with their brand is a huge thing,” she said.
Gigi said there was more to the partnership than just having her as the face of the line. “We have seen artists collaborating with brands but you don’t see equity. Brands can just change their minds. With us, this is purely equity. Every time a shoe is sold, I get money from it,” she said.
Speaking about the range, she said her two favourite designs were Hypnotik and Theatra.
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“I’m focusing on those right now. The Theatra is for when you want to command respect in the room and the Hypnotik is for when you want to show off,” she said.
Gigi said she was partly doing the deal for her mum. “My mum grew up very poor. She had her first pair of shoes when she was seven and she didn’t even know which shoe went on which foot. For her to witness her daughter getting into this and doing this is the biggest joy,” she said.
