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Bringing High Fashion to Grime

In January, Voir Fashion Magazine’s Editor-In-Chief, Jyoti Matoo, was approached by director Saloum N’Jie to style a music video for the remix of D Double E’s track

'How I Like It' featuring Lethal Bizzle, JME, Baseman and Chipmunk.

With a CV, that boasts such feature films as Tomorrow Never Dies, Sherlock Holmes, Maleficent and World war Z, Saloum had a vision that screamed luxury. He wanted to transform the look of British Grime to high fashion, and he knew that Jyoti was the up-and-coming stylist who would help him achieve his dream.

Saloum and Jyoti had landed on the same page, and knew the exact look they were after.

Collaborating with Slaters with ample choice of suits, bowties, sashes and pocket squares for use in the video, it was down to few personal touches from Jyoti to deliver the final money shot. The Rat Pack image had been created. Grime had gone high fashion.

The video has already become a tremendous success for Saloum, D Double E and Voir Fashion, resulting in new connections and increased credibility.

Or in Saloum’s own words:

“The video that we did together, for D Double E, I always knew that with the right tools, and with the right people, my vision would come across. Hence for me it’s a no brainer; I’m ready to embrace the music video world and put my stamp on it.”

Photography by Rich Hendry

Click the image below to see the Saloum N'Jie interview for Voir Fashion Magazine Issue 18

#JyotiMatoostylist #SaloumNJieDirector #DDoubleE #HowILikeIt #LethalBizzle #JME #Baseman #Chipmunk #Grimemusic #HighFashiontoGrime #BritishGrime #SlatersMenswear #RichHendryPhotography

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