Exceeding 300 million views on Youtube with a single clip is not something every artist can achieve. But Kalash is no ordinary artist: authentic, uncompromising and multi-faceted, he's a truly atypical star of the rap game, and doesn't hesitate to display his singularity, whether in a music video, a fashion show or a shoot for Project X Paris.
Kalash, artist of a thousand facets
If we were to go back to the 90s or 2000s, and tell you that an artist from Martinique was going to sweep the French charts with his hardcore, reggae/dancehall-sounding music, you wouldn't have believed it. Worse still, you might even have asked what dancehall was, even though it might already have been the most popular music in the Caribbean. At the time, the style hadn't really made its mark in France. If today's population is much more educated to this kind of sound, it's largely thanks to huge stars like Admiral T and Kalash. The former, from Guadeloupe, opened the door and, at 41, has set an example with a long and successful career. He even built bridges with many French artists, many of whom wanted to collaborate with the West Indian star, which inevitably spread dancehall throughout France. The second, Kalash, is sitting squarely on the game's throne, having been validated by all the big names and racking up viewership figures that almost no-one could have dreamed of.
However, not everything was written for the rapper/singer (call him what you will, he can do it all). For while his father was a great fan of Lenny Kravitz and music, he was also a fervent believer, and Kalash attended almost exclusively religious schools. Not necessarily in phase with dancehall codes... But as is often the case in his career, he has found his own path. It's a road that began some time ago, now that he's almost 20 years into his career. Initially very present in local underground circles, he released his first album, "Kalash", in 2010. But it was just before his third project, "Kaos", that he enjoyed much wider success. His single "Bando" was repartnered by Booba, who immediately signed the artist to his label. With this album and what followed, the artist went on to make his mark on the history of this music. His ability to play with his voice was immediately apparent, setting him apart from the competition in a game dominated by autotune and filtered vocals. His two feats with B2O on this third project, as well as the cult OKLM freestyle with Booba, Niska and Damso, convinced a metropolitan audience with little exposure to this kind of sound. The following year, 2017, saw the consecration of "Mwaka Moon".
The project is supported by an eponymous single, in feat with Damso, which has now exceeded 300 million views on Youtube, and is still going strong. More than PNL's "Au DD", the clip shot on the Eiffel Tower, to give you an idea. Beyond this single, the project is perfectly balanced, and visually, all the clips from the album are slapstick. In terms of lyrics, which are obviously about street life, he takes a stand on various issues such as police violence and racism. A rebellious side that never left him on his next two projects, "Diamond Rock" and "Tombolo". He also talks a lot about spirituality and Martinique culture, an identity of which he is very proud. Now established as a reference in his field, he multiplies original attempts and featurings, and seems to flourish in every style he tries. This versatility is also a strong point for his career outside music.
The Kalash x PXP collab
After all, Kalash was lucky enough to be able to walk the catwalk at Fashion Week for a French luxury brand, Blue Marble. And it's quite a step from investing in fashion, or simply wearing designer clothes, to parading in front of hundreds of professionals at Fashion Week. Yet the artist brilliantly overcame this hurdle, if only for the audacity of parading for Fashion Week as a French "rapper", something that would have been unthinkable even just 5 years ago. The collaboration with him went wonderfully well, as we love this kind of versatile artist profile at Project X Paris. To get things off to a smooth start, we gave him a few "classic" streetwear pieces from the 90's capsule, with a two-tone white and brown stripe ensemble, and a oversized jacket university style with badges on top. The whole thing is set against a pretty backdrop that's both underground and mystical, with the Appolo Sano quad bike (even though we've known he's more of a two-wheeler since the "Mada" video).
Change of scenery next, with a very light white room dotted with speakers, a nod to her profession. As for the outfit, we're starting to go for something a little more exuberant, especially in the colors, but it suits him like a glove. With his sunglasses firmly in place, Kalash donned his Varsity outfit, looking as comfortable as ever. At the same time, a jogging bottoms a varsity hoodie in the same colors and you're all set. For those who are a little chilly, we also had him try out the two-tone oversized quilted varsity-style jacket, in green and white like the rest, and the result rocks. At the same time, Kalash's sapes often look great, as his many videos attest. So we have an artist who's very comfortable with old-school panoply, which is only to be expected since, at 34, the rapper has obviously integrated the dress codes of the 90s in which he grew up.
But he's also extremely comfortable in more recent styles. Like this outfit, directly inspired by the visual codes of UK drill music, where rappers often appear masked or hooded for obvious legal reasons. The black geometric quilted vest from the Drill & Drip capsule proves that Kalash has perfectly grasped the new codes, and he even dares to pull out the balaclava to complete the perfect driller's panoply. All in dark black, of course. Take away the vest and balaclava, and you're left with a ensemble Signature Project X Paris This is the flagship outfit in our catalog, worn by Kalash and spiced up with a few jewels. An artist with a thousand facets, we tell you! We loved working with him, and we at PXP appreciate his simplicity. We wish him all the best in his future projects!