Rapper 24kGoldn tells us how he spends his guala

Fashionista on the lookout for new Prada gear? Fan of rappers 24kGoldn, and/or Lil Tecca, aged 21 and 19 respectively? Either way or both, you're going to want to check out this three-minute music video presenting the rappers' specially created track for luxury fashion house Prada, aged 107, set in a shopping mall and featuring a shedload of hot fashion items on the move. The word guala means someone who reflects their Latino heritage through clothes and language, and it's also taken on the meaning used in the lyrics here - 'money'. What do you think of the mall setting with its visual hints of theft, chase, and discomfited authority figures? Right on the button for current issues? Great to see Prada channelling its perennial youth this way? Just good fun as a really different kind of catwalk? The Italian brand has seen strong post-Covid recovery despite widespread closure of stores, which can be attributed in large measure to its recent strategy of pruning wholesale and/or discount outlets and focusing on its premium clientele - perfectly embodied by young high net worth invididuals making wads of guala. The huge Chinese market's appetite for quality, long-established luxury firms has also helped.

Keywords: Prada and 24kGoldn, 24kGoldn and Lil Tecca for Prada, music videos, rappers in commercials, luxury fashion ads