Jewelry and rap have always shared a common ground: ostentatious luxury, personal statements, and successful visual narratives. From the iconic rope chains of the ’80s to the diamond-plated pieces that dominate the covers today, hip-hop artists have turned sparkle into their own language. An aesthetic code that speaks of status, authenticity, and power.
In the midst of 2025, with Drake selling out stadiums and the fanbase devouring every detail of his wardrobe, the connection between music and jewelry reaches a new level. According to Google data, searches for “Drake chain” have skyrocketed 399% in the last month. But beyond the hype… who are the true architects of the jewelry trends we’ll see this year?
Men’s jewelry brand CRAFTD has published an analysis that combines search volumes and Instagram followers to measure each rapper’s real impact on jewelry style. The result: a ranking of the 10 names that will set the pace of bling.
Top 10: The rappers who will lead the jewelry scene in 2025
| Position | Rapper | Monthly searches* | IG Followers | Influence Index |
|---|---|---|---|---|
| 1 | Drake | 63.450 | 142 M | 100 |
| 2 | Playboi Carti | 58.660 | 13,4 M | 67,5 |
| 3 | Kendrick Lamar | 39.890 | 19,5 M | 48,1 |
| 4 | Travis Scott | 19.290 | 59,6 M | 33,9 |
| 5 | Tyler, the Creator | 24.980 | 17 M | 31,2 |
| 6 | Jack Harlow | 27.020 | 6,4 M | 31,2 |
| 7 | Eminem | 16.610 | 45,5 M | 27,9 |
| 8 | Kanye West | 21.140 | 19,9 M | 27,5 |
| 9 | Central Cee | 20.930 | 15,4 M | 26,3 |
| 10 | Stormzy | 9.950 | 3,4 M | 11,7 |
*Search volumes show a combined number of rapper names + a variety of terms linked to their jewelry collection, for example, “Rapper name + chains.”
Drake tops the ranking as the jewelry icon
Drake isn’t just leading the charts—he’s dominating them. With 63,450 monthly searches for his jewelry collection and an Instagram audience of 142 million, his influence is virtually omnipresent. The Canadian has perfected the narrative of urban luxury: his owl chain—the OVO symbol—and XXL diamond earrings are now iconic pieces. His latest appearance, sporting a baguette-cut diamond necklace on tour, has sparked a surge of interest that confirms his role as the ultimate reference in luxury menswear.
Playboi Carti takes second place as a trendsetter
Secondly, Playboi Carti remains the enfant terrible of rap and fashion. His 58,700 monthly searches are fueled by an unpredictable style steeped in underground codes: skull chains, butterfly rings, and anarchic aesthetic pieces worth a combined $1.4 million. With 13.4 million followers, his every visual drop is dissected in detail by a community that sees him as the heir to jewelry extravagance.
Kendrick Lamar drops two spots behind rival Drake
Third place goes to Kendrick Lamar, a master of conscious rap and also of minimalist luxury. His diamond “X” pendant, worn during his national tour and the 2025 Super Bowl show, has redefined how jewelry can be understated yet have a high visual and symbolic impact. Its 39,900 searches make it the benchmark for those seeking a more restrained, yet equally powerful, style.
Beyond aesthetics, this CRAFTD ranking demonstrates that jewelry remains a cultural marker in rap: it not only reflects an artist’s success, but also their ability to set trends and inspire mass consumption. In 2025, the jewelry scene is torn between the maximalism of Drake and Carti and the intention-laden minimalism of Kendrick.
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