The VA native has been appointed as the newest brand ambassador for luxury fashion label Louis Vuitton, the company has announced.

The decision is based on his longstanding friendship and professional relationship with Louis Vuitton’s Menswear Creative Director, Pharrell Williams. In their announcement, Louis Vuitton emphasized Pusha T’s commitment to creative expression and his influential personal style. Pusha T was recently spotted in the front row at Williams’ latest collection unveiling in Paris.

He appeared on the Louis Vuitton runway alongside his brother and Clipse bandmate, No Malice, during Williams’ debut show as creative director. Earlier this year, he modelled western-themed looks for the brand during a January presentation.