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Jay-Z, Kanye West & More Toast Trey Songz And Melanie Fiona’s Rocawear Campaign

Submitted by on September 16, 2010 – 5:04 pmNo Comment
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Celebrations for Trey Songz and Melanie Fiona‘s first official fashion campaign for Rocawear reached a peak last night in New York City. The artists were toasted at a glittering event sponsored by Hennessy Black and GQ magazine inside opulent, open-air venue Provocateur.

Melanie Fiona kicked off festivities with a performance of her hit “It Kills Me” as Solange Knowles (DJ for the night), Bun B, Serena Williams, Maxwell, Adrian Grenier, Jeffrey Wright, Selita Ebanks and others looked on. A dapper-looking Trey Songz hit the stage next, announcing “Ten years ago, singing was a dream for me. Jay-Z was [wearing] Rocawear jean jackets that were like a 4X. I say that to say we’ve all come a long way tonight. Tonight is about evolution.” High off the release this week of his new album Passion, Pain & Pleasure, Songz did a medley of hits including “Can’t Be Friends” and “Say Aah,” the latter which involved pouring champagne down the throat of a pretty blonde in the front row.

Bun B, Boss Lady and Jennifer Yu (Director of Communications, Hennessy Black)

Publicists, stylists and journalists—following the “all black everything” dress code for the night

Anthony Mandler, Trey Songz, Jay-Z, Kanye West, Kevin Liles

Melody Thornton, Common and Melanie Fiona

Solange Knowles

Earlier in the evening Rocawear’s Chief Marketing Officer Jameel Spencer gathered key people in a room featuring mannequins wearing pieces from the fall collection. As Jay-Z, Melanie Fiona and the campaign’s photographer Anthony Mandler conducted interviews, Jameel spoke to the crowd. “This is not the 1999 version of the brand,” he started. “We’re here to celebrate two new spokespeople; Melanie Fiona and Trey Songz. When Jay first started this it was about making music—now it’s about making history.”

For a better idea of the brand’s new campaign, check out the first webisode of Trey Songz’s Rocawear journey—through his official signing, working with the team’s creative department and exactly what it means to him to be a part of the “NEXT” campaign:

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