Our campaign for the freshly dropped M89 needed a face for right now. Enter Di-Meh.
The campaign
An OG runner, a current voice.
Rap, trap and hip-hop artist Di-Meh captures the zeitgeist across France and Switzerland — and he's still climbing. Born Mehdi Belkaïd in Geneva, he came up with the Genevan collective 13 Sarkastick before linking with artists in Paris. The M89 fit the energy.
Behind the shoot
Olive-green BMW, bold and bouncy.
We shot Di-Meh in and around a sleek metallic olive-green BMW — cars run through his videos, so the scene clicked. His style on camera is forthright and forward: exactly the register the M89 OG plays in.
Heritage runner, present tense.
— Titolo x Lacoste
Gallery
