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Hov's Roc Nation partners with luxury brand for exclusive pre-show event.By Kelly Marino
Jay-Z at the Gucci and Roc Nation pre-Grammy brunch on Saturday Photo: Charley Gallay/Getty Images
LOS ANGELES — With the 53rd annual Grammy Awards less than a day away, glossy industry parties have been underway as some of music's biggest names take over Los Angeles. And there's no better way to kick off the weekend than to sip on some mimosas and enjoy an early brunch with entertainment's biggest entrepreneur alongside fashion's leading luxury brand.
Held at the Soho House in West Hollywood, Roc Nation founder Jay-Z along with Gucci's creative director, Frida Giannini, joined forces Saturday afternoon (February 12) to host this year's pre-Grammy brunch, celebrating the art of music and the special-edition collection of Gucci Grammy watches and jewelry items.
"I was looking for a partner, a very strong one, the day before the Grammys," Giannini explained of her decision to pair up with this year's six-time Grammy nominee. "I think Jay-Z is the boss of this industry. He is a very iconic person, and I think he is the best. So as a designer, I always say I find an incredible inspiration coming from musicians who are in the music industry. Fashion and music, they have always been together because I think we are looking to musicians and musicians are looking to fashion."
Last November, Gucci Timepieces and Jewelry announced a three-year partnership with The Recording Academy inspired by the Grammy Awards. This new partnership is part of a celebration of Gucci's 90 -year history of the brand's commitment to the arts as well as to their most loyal clients — some of whom include artists and producers in the Roc Nation family.
"You can't put a real value on [fashion]," said hitmaker The-Dream, who is already a two-time Grammy winner. "It's so infused in our culture...you know, big ups to Gucci for supporting Roc Nation and Roc-A-Fella and the whole movement, because we used to have to fight for these things. We used to [not be able to] get sponsors, and now it's like almost automatic, you know, [that] it's gonna appear. So I'm pretty impressed."
As were all the other A-list celebrities invited, which included Grammy nominees, performers and presenters such as Rihanna, Kings of Leon and Sean Garrett, as well as actors Ryan Phillippe, Adrien Brody and Ellen Pompeo. As the stars casually arrived to the three-hour event, they were treated to food, beverages and tunes provided by DJs Mark Ronson, Samantha Ronson, Solange and D-Nice. While some dodged the red carpet before entering the venue, others were happy to take a moment to have their pictures taken in their finest attire and speak out about the legacy of fashion and art.
"As a celebrity, as an artist, fashion plays a very, very important part in your imaging and who you are as a person," Ne-Yo explained. "Everyone wants to dress like the hottest celebrity, so for them to line up with Gucci, which is one of those brands which is very versatile, they can be street and they can be dinner-party. They have all of that in their brand. So I think it's very important."
Don't miss "Snooki & Sway: Live From the Grammys," a red-carpet live stream kicking off Sunday at 6 p.m. ET on MTV.com. And stick with us all Grammy night for coverage of the red carpet, the show, the afterparties and beyond!
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