Wejdene joins Le Cercle PXP
Wejdene, a symbol of youth?
No one could have ever predicted that one day, a young girl would come along with a single that would dominate the charts in France. Such stories would have been completely unthinkable before social media. Record labels would never have accepted, back in the 90s, to produce such a young artist. But today, everything is possible thanks to social networks: just ask Wejdene. With an efficient team (notably her loyal manager Feuneu, who also became famous thanks to the singer's rise), she managed to go viral in 2020 with her hit "Anissa," helped by TikTok. A real wave, to the point that the single is now certified diamond single, which means 50 million sales or equivalent streams. A score that may have never been reached by many established major artists.
But this success is anything but a coincidence. Her father was a musician himself and played several instruments, and she sang with him from a very young age. It cannot be repeated enough, but giving children the opportunity to make music is wonderful and can create vocations. Wejdene, clearly, who has been singing since she was little and releasing tracks since she was 15, is an example that with talent, determination, and a supportive environment, you can achieve your dreams. Yet not everything was on her side: judgments are generally quite harsh for RnB singers who are accused of being too nice, having a too assumed "girly" and "sexy" side. But the singer fully embraced her identity as a girl from the suburbs, who tells her life in her songs, between friends, loves, and troubles, like many other artists before her. Her first real hit, "Anissa," is about a disappointed love, because it was unrequited.
Wejdene plays the role of a suburban girl, with pride and ego, clearly determined not to be walked over by her boyfriend who behaves badly. A hit that is a true introduction to the singer, with an assertion of her identity ("My name is Wejdene" in the chorus), her character, her desire to be respected. Even if sometimes exaggerating a bit, with 'syntax mistakes' that are actually fully assumed and become stylistic figures / punchlines. For those who think it's over the top, go check Booba's lyrics, who rapped in 2000 in "Civilisé": "And if you want to test my equals, we'll f*ck your race as if it's legal." This way of mocking the French language has existed since the beginning of urban cultures, it's a way to show that we don't care about the rules. In this sense, Wejdene has truly become one of the emblems of French urban youth, that of middle and high schools, who are mostly rap fans, proud, full of energy, and eager to take on the world.
Once success was achieved with the release of the single "Anissa," the singer quickly followed up with "Coco," another big hit which remains her biggest success on Youtube so far. The video clip is very well done, and you can even see influencer Just Riadh in it. A logical connection between two real social media phenomena, in different fields. Always with that very "girly" identity and at the same time sometimes a bit "rebellious" that works so well. The first album, "16," was released on September 25, 2020, and it also enjoyed nice success. Now launched, she multiplies notable appearances, notably with Jul, but also on "Danse Avec Les Stars," the show broadcast by TF1. A consecration that proves the Wejdene phenomenon is unavoidable, and TF1, in its desire to reach a young audience, hit the mark by inviting Michou and Wejdene, two emblems of today's French youth and two social media phenomena. Currently on tour throughout France, she continues to release singles regularly, like "La Meilleure" recently. Awaiting, no doubt, the arrival of a new album!
Wejdene & PXP, so logical
For all the reasons mentioned above, we are very proud to collaborate with Wejdene at Project X Paris. Through our creations, we first seek to reach this young, urban, dynamic audience, with a real culture of fashion and streetwear, and we are therefore very happy when they validate us. For the singer, the look is something essential, as we have seen in all her clips. Whether for her or for the actresses/friends appearing in her videos, all styles are carefully studied with a mix of luxury brands and more confidential pieces and color combinations that work very well. Wejdene likes to stage herself, as a tennis player, golfer, schoolgirl, dancer, and her ease in changing styles immediately caught our attention. Even in her "cosy" style clips, the outfits are successful, and you can clearly feel that fashion is important to the young woman. And for those who doubt what we say, go check her photos on Instagram, we are perfectly in the kind of mindset we validate at PXP.
As expected, Wejdene gave us a quality photoshoot wearing notably one of our most emblematic pieces of the moment: the University-style Teddy Jacket in black. One of the most street and most 'old school' pieces in our catalog, proof that the singer knows her classics, and even better: she masters them. All worn with light, rather loose jeans, a fairly short white top, and a pair of Jordans with colored laces. It's girly, it's street, it's a perfect score for the artist. On stage, she sometimes proudly wears a small white Project X Paris crop top, a streetwear garment that works very well with women. Her dancers also wear black PXP outfits, with jogger bottoms that reinforce the street effect, and we are really grateful to be worn on stage by artists so naturally.
But we also have a big crush on the photos taken in "cosy" / "tour bus" mode, with pieces we are less used to seeing highlighted. Notably the two-tone and two-material hoodie, in blue and white, with a classic hoodie texture on top and a jean-like texture on the bottom. A quite avant-garde piece in idea, but again, Wejdene does not disappoint. She even wore the entire set, with two-tone and two-material jogger bottoms, a bit loose, perfect for being comfortably settled in her tour bus, but always with style. All that, with a pair of Jordans, but with white laces this time, to better match the bottoms. Another perfect score for the singer. We are therefore really happy to collaborate with Wejdene, who is the emblem of a whole youth in France, and who certainly also represents one of the faces of the future of music. We wish her lots of happiness for her tour, hoping to see her soon with new material!