Why is everyone talking about Kendrick Lamar’s jeans?

Although the rapper surprised with his talent on stage, it was his trousers that, inexplicably, took social media by storm.

Carefully styled by Taylor McNeill, Kendrick made a stellar appearance in a pair of light wash bootcut jeans from Celine as a nod to early 2000s fashion. The look was completed with a Martine Rose custom varsity jacket with ‘Gloria’ written on the front, a never-before-seen Nike Air DT Max ‘96 and a $68,000 Rahaminov brooch.

But of all this, to everyone’s surprise, it was the French House‘s design that generated even more debate than the performance itself, with internet users remarking that the Super Bowl half-time show was the ‘best jeans ad’ they had seen in years. Relaxed and retro in cut, they broke with the trend for relaxed trousers that dominate modern steetstyle and rapper codes.

In an era where figures like Lamar are true style references, it’s easy to imagine that, if he says so himself, the future of denim will be in the bootcut.