Back in March Madonna released a mysterious teaser video for a “secret project” that she has been working on with photographer Steven Klein. In June, she released a longer full-length trailer that gave the impression that this “secret project” had something to do with a larger, possibly charitable cause. Today we learn that the “secret project” cause is to hype the launch of a new line of clothing for a company called Defend Paris that is partly owned by Maddy‘s younger toyboy boyfriend Brahim Zaibat. Instead of a teasing a project that might have something to do with the greater good, Madonna has merely been doing promo for a new clothing line that will benefit her boyfriend.
Madonna’s mystery video now has a name. The gritty dance/fashion film the singer shot with Steven Klein #secretproject video is part of a campaign to raise money for human rights causes through a new label inspired by old-school streetwear called Defend Paris. Madonna was among the first to wear a black and white screen-printed hoodie from its inaugural collection in May, featuring an assault rifle emblazoned in the center of the logo. The singer’s boyfriend, Brahim Zaibat, is among a group behind the label, a cloak and dagger operation that has promoted itself with imagery utilizing gun violence as a narrative. For now, the Paris-based designers wish to remain anonymous. But a spokesperson for the collective says Zaibat will appear in ad imagery on Defend’s newly-launched website, which includes a lookbook and e-store of black and white hoodies, sweatshirts, tank tops, T-shirts and hats. The items, made in France, retail for 25-55€. The spokesperson would not say if Madonna will be involved in the design process, although several high-profile figures are being lined up for collaborations, each choosing a charity they would like to “defend.” Zachary Quinto will be among those designing collections and Chris Brown, Rihanna and Steve Aoki have also been seen wearing the brand. “Some of them will design Defend Paris clothing,” the spokesperson said, adding, “Some of them just loved the concept… and supported us.” Proceeds will be donated to a cause of each designer’s choice.
I guess the only saving grace about any of this is that the proceeds from sales of this new clothing line will be donated to charity but it kinda feels really disingenuous that we were lead to believe one thing and then find out it’s something different altogether. I don’t really understand the heavy gun imagery nor do I think it’s a good idea to partner this charitable clothing line with the likes of Chris Brown but I guess … all the best to Madonna and her boyfriend. Nothing about any of this is at all appealing to me. I guess my assumption that the “secret project” might turn out to be something more significant than a vanity clothing line is no one’s fault but my own. I can’t help but be disappointed … and feel a little cheated. Ah well, lesson learned.