British rap kingpin Central Cee models Jacquemus' Winter 2022 'Never World' collection.

24-year-old Shepherds Bush artist Central Cee is having quite the year. After topping Britain’s Billboard charts with his most recent mixtape, ‘23’, he’s become ingrained in the mainstream with several viral moments. Now, thanks to Simon Porte Jacquemus, he’s becoming fashion’s latest infatuation, fronting the label’s ‘Never World’ campaign. 


Earlier this year, Cee attended Jacquemus’ Winter 2022 ‘Le Papier’ presentation in Arles, France. He’s a known lover of French fashion and rap, regularly shopping in the streets of Paris and collaborating with artists like Freeze Corleone 667. 


Jacquemus continues to make a mark on fashion thanks to its vibrant and more affordable take on luxury. Porte started the brand at 19-years-of-age, honouring his Mum’s maiden name after her tragic passing in a car accident. His minimalist but bold designs have graced runways around the world, and with a little help from Central Cee, this winter collection is sure to be a hit. 

Highlights from the range include fluffy cargo pants, fuzzy long-sleeve shirts and “la cagoule casquette” – the balaclava cap. Advocating a diverse colour palette, ranging from brown to violet and off-white to red, the collection offers a comfy mix of clothing and accessories for everyone. Jacquemus’ iconography is stitched across the various hats but the branding is lowkey, putting an earnest on the loud colours and plush fabrics. 


Shot by Oliver Hadlee, the campaign sees Central Cee draped in different furry fits and surrounded by cute puppies. Imruh Asha styles him in numerous hues, paired with variations of Jacquemus’s Nike Air Humara LX collaboration. 


You can shop the collection now via Jacquemus’ website. 


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