Alkaline gets Givenchy’s attention, again!

Alkaline is a quiet act who is making a lot of noise.

Closing the curtain on 2022, the dancehall hitmaker left critics questioning his 'profile', but he is already turning heads in 2023 as he is featured in Givenchy's Spring/Summer 2023 (SS23) Men Campaign.

Givenchy's creative director and photographer Matthew Williams released images from the haute-couture brand on Instagram yesterday, featuring the Formula deejay. Last year, during Paris Fashion Week, the Givenchy SS23 collection debuted in dancehall style. Songs from the deejay such as Champion Boy and After All served as the soundtrack on the runway where models wore pieces by Williams, who is a former collaborator of international stars Kanye West and Lady Gaga.

Since 2020 Alkaline commanded a sizeable presence, more than 30 million streams, on digital streaming platforms with Canada, the US, UK, Latin America, Jamaica, Africa and Germany as his top locations. He received a Billboard plaque for his debut album, New Level Unlocked to mark its achievement for having a number one on the Billboard Reggae Chart in 2016, and also celebrated remarkable success with his 2021 album, Top Prize. He also released a six-track EP titled The Ripple EFFX last year and continues to hone his spot as one of the top 10 most streamed dancehall acts out of Jamaica.

While it has been radio silence on Alkaline's end, some are theorising that he hinted at a connection with the French fashion icon. In a verse from his song More Life which is on the Top Prize album, he deejayed, ' No make believe, Me make moolah, Spend Shearer a di mayor living how him wah, Givenchy get me receipt, Me never borrow'.

According to Alkaline's publicist Shuzzr, the team is not ready to make any comments on the Givenchy SS23 Men Campaign feature. It only proves what they have been saying about the dancehall star's influence reaching beyond the music industry.

In a previous interview with THE STAR, Shuzzr said, "Alkaline's career and impact without label support and endorsements, remains undisputed, as the numbers prove."

Kereena Beckford, Alkaline's sister who is in charge of his affairs, told The Gleaner last summer that it was no surprise that he continued to make huge strides in reggae and dancehall music globally.

"Since his introduction and ascension to the helm of the genre, he has represented well, fuelled by his artistry and authenticity, as well as his loyal supporters. Alkaline continues to redefine the space as an independent artiste," she said.

Alkaline, who was photographed in several Givenchy outfits including a trench coat and oversized pants, full black ensembles, and also accessories including the Giv Cut sunglasses and rubber boots, represented Williams' concept of 'couture streetwear'.