DJs are gradually stepping out of the shadows and into the spotlight, drawing a wave of brands in their wake. Initially drawn to their mixing skills, brands now see them as profiles capable of embodying their DNA well beyond the decks. From front rows at fashion shows to the most exclusive afterparties and even advertising campaigns, here’s a portrait of four women, including two French talents, who are setting the pace far beyond the turntables.
The DJ’s new role in the fashion ecosystem
From stage outfits to music video looks, artists are working increasingly closely with brands. Attracted by the visibility these public figures offer; fashion houses also seek to accompany their evolving artistic narratives. In recent years, this dialogue has intensified: Pharrell Williams heading up menswear at Louis Vuitton, Future invited to Lanvin, Rihanna and A$AP Rocky hailed as true style icons…Given this scene, where the lines between fashion and music blur, certain figures are emerging as genuine catalysts of influence.
Among them, one profile is becoming more prominent: the DJ. Behind the decks, they’re setting the tone musically and stylistically. Spotted for their ability to capture both attention and crowds, they are becoming key figures in brand storytelling. By inviting them to play at events or during runway shows, brands aren’t just looking for a soundtrack anymore, they’re investing in a living, moving image.
Peggy Gou at the Chanel Fall/Winter 2025 fashion show.
Peggy Gou, the New Hit-Girl
South Korean DJ Peggy Gou perfectly embodies the fast-paced rhythm of the TikTok trend inspired by Lady Gaga “no sleep, bus, club, another club, plane, next place.” A star DJ with a strong personal style, she has over 4 million Instagram followers and juggles multiple projects, collabs, and buzzworthy appearances. Recently, she was spotted in the front row at Chanel’s Paris show, seated alongside JR and Raye. That same week, she attended the prestigious Grand Dîner at the Louvre, wearing a dress by Iris van Herpen.
As a face of the eyewear brand Gentle Monster and ambassador for Louis Vuitton, Peggy Gou merges music and fashion. This connection is nothing new, before spinning at the world’s most iconic clubs, she studied at the London College of Fashion.
Honey Dijon alongside Donatella Versace on the occasion of the Woolmark Prize.
Honey Dijon, a queer icon
American artist Honey Dijon has been immersed in music since her teens, embracing it like a haven as a queer person. A key figure in the house scene and a respected producer, she collaborated with Beyoncé on the Renaissance album and set the stage on fire at the 2018 Boiler Room x Sugar Mountain event. Close to Kim Jones, she composed the soundtrack for Louis Vuitton’s Fall/Winter 2018 show, walked the runway for Off-White in June 2021, and appeared in the campaign for the Burrow Bag.
A multidisciplinary artist, she launched her own fashion brand, Honey Fucking Dijon, and has worked with labels as diverse as Comme des Garçons and Scholl. Yet another sign of her role in the fashion world: she was chosen to be a jury member for the International Woolmark Prize, which recently crowned Duran Lantink. Present on every front(-row), Honey Dijon is a true avant-garde figure, living at the intersection of genres.
Andy4000 at the Louis Vuitton fashion show & Carla Genus at the Off-White Fall/Winter 2025 fashion show.
The Parisian scene taking over fashion
Andy4000 and Carla Genus represent the new generation of Parisian DJs. Their unique musical approach is opening all the right doors from prestigious runway shows to exclusive afterparties and advertising campaigns. Andy4000 is a regular at festivals like Calvi on the Rocks and We Love Green where she played two years in a row, as well as at Jacquemus and Louis Vuitton runway shows. Known for her highly experimental style, she never prepares her sets in advance. Guided by her many influences, particularly from the UK (UK Bass, drill, etc.), she manages to rally ever-growing crowds.
Carla Genus, also a staple of every Fashion Week, wears both hats as a DJ and singer. Inspired by Caribbean sounds, she brings them to life at parties for Givenchy, H&M Studio, and Marine Serre x Zalando. Front-row by day, behind the decks by night, she was also the face of the 2022 Butter Goods x Puma campaign. Most recently, she served on the jury for the Talent Show organized by Courir and Lacoste.
And as a nod to their fashion and culture roots, both Andy4000 and Carla Genus have collaborated with our media outlet, Sneaker Spirit. Great minds think alike.
