How Van Cleef Is Becoming an Emblem of High Fashion in Latin Music
Written by djfrosty on January 10, 2025
The worlds of hip-hop and reggaeton have been intertwined in both style and sound since the origins of both genres, particularly in their common affinity for opulent jewelry. Large, flashy bling has for years marked the elites of these two musically akin cultures, representing a display of wealth and a symbol of defiance, a bold claim to hard-won success and status.
Parallel to this trend, the current Mexican music generation has also absorbed hip-hop’s aesthetics into its contemporary revival. Yet, some of the most successful artists in the scene have opted for more refined choices.
Van Cleef & Arpels — known for its sleek designs of metal and precious stones inspired by nature, like the four-leaf clover — has notably emerged as a favored brand among a bevy of corridos tumbados stars. The subtle luxury of these pieces has become a symbol within the genre — whether flaunted in outfits seen in music videos or lyrically celebrated in tracks.
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This was evident in 2023 when Peso Pluma was spotted donning a Van Cleef chain in the billion-stream music video for “La Bebé – Remix” alongside Yng Lvcas. The trend was underscored again in June when Natanael Cano sported the chic chain in the video for “Vino Tinto” with Peso Pluma and Gabito Ballesteros.
In a recent interview, Oscar Maydon, who arrived at the Billboard offices in New York wearing a Van Cleef bracelet, commented, “It’s something that became fashionable. They’re very pretty, they’re very practical, they go with everything. People like them, they are very youthful, all the kids adapted them very well.” The Mexicali artist — whose hit “Tu Boda” with Fuerza Regida has been at No. 1 on the Hot Latin Songs chart for 11 weeks — also talked to us about an unreleased corrido that mentions the French brand.
And there’s more. For example, last September, Interscope artist El Padrinito Toys released a romantic turned ominous sierreño directly titled “Van Cleef,” further articulating the brand’s appeal: “Si no te tengo no me palpita el corazón/ Eres como una pesadilla, la neta ya te compré una Van Cleef amarilla/ Te está esperando tu silla, voy bien jalado y atrás viene la policía” (If I don’t have you, my heart doesn’t beat/ You’re like a nightmare, I already bought you a yellow Van Cleef/ Your chair is waiting for you, I’m riding hard and the police are coming).
Others have expressed their spirit of camaraderie by gifting such jewelry. Darey Castro, the leader of Los Dareyes de la Sierra, for example, has given Van Cleef & Arpels products to colleagues, a source told Billboard Español.
When Billboard Español reached out to a Van Cleef & Arpels representative for comment, they stated, “Regarding the use of Van Cleef & Arpels pieces by Mexican artists, I would like to confirm that we do not currently lend to celebrities; therefore, this phenomenon is completely organic.”
While the incorporation of Van Cleef & Arpels into Mexican music culture has become notable, its influence has also been felt in other fields of Latin music. Myke Towers included the track “Van Cleef” with Pirlo on his latest album, and AMF recorded “Exoticón (Van Cleef)” with Victor Mendivil, illustrating the brand’s far-reaching cultural resonance.
In her 2023 book Fashion Killa: How Hip-Hop Revolutionized High Fashion, Sowmya Krishnamurthy delves into the intersection between hip-hop and fashion and how their relationship is deeply symbiotic. She highlights how the DIY ethos of hip-hop artists and their communities has progressively influenced luxury fashion houses.
Because of the way Latin music artists are wearing Van Cleef, their chains feel more like an integral aspect of their musical and cultural identity than a simple accessory.