Snoop Dogg has been named as the new face of the fashion brand G-Star RAW.

The hip-hop icon is to front the Hardcore Denim campaign for the Dutch denim label, with an upcoming campaign to feature a version of Snoop’s single Say it Witcha Booty.

“I’m teaming up with G-Star, because we are both pushing the field, staying ahead, cutting the edge,” the rapper commented. “We are both masters of our craft – leading the game. You know what I’m saying? We look ahead.”

In the debut imagery for the collaboration, Snoop is depicted posing in a denim jacket and overcoat, with the look accessorised with brown sunglasses.

And G-Star RAW chief marketing officer Gwenda Van Vliet insisted the new partnership came about in an organic way.

“Snoop Dogg is a true original: best in class, real and outspoken. He is continuously re-inventing himself and he merges worlds in unexpected ways. Our joint campaign is bringing that philosophy to life, and is a tongue-in-cheek tribute to all denim booties,” she praised.

The G-Star RAW Say it Witcha Booty campaign will drop on 8 September.

– Cover Media