Jay Bahd, rising star of the Asakaa Boys and Ghanaian Drill scene, was ready to take his image to the next level. With international attention growing, he needed to elevate his style to align with high fashion, while keeping the raw street energy that defined him.

NEUF was called in to shape this transformation for a more global, brand-friendly image. NEUF handled styling, art direction, and production, collaborating with Ghana and France-based label Tieme. The mission was clear: fuse Jay Bahd’s street credibility with an elevated fashion edge that would appeal to luxury brands, particularly those in Paris.

Drawing from Virgil Abloh’s blend of Hip-hop streetwear and high fashion, we created a look that stayed true to Jay Bahd’s origins while pushing him into new style territories. The goal was to craft a character that balanced the rawness of Drill with the allure of luxury.

We styled Jay Bahd with a mix of bold streetwear and high-end elements, ensuring every piece reflected his unapologetic energy. The photo shoot focused on capturing his intense persona, using poses and angles that highlighted his authenticity and presence, maintaining his warrior-like aura.

Jay Bahd emerged with a fresh image that strengthened his appeal to global brands and the international fashion scene. Some of the images were featured on the cover of his 2024 mixtape Behind The Scenes, marking a pivotal moment in his crossover to the global stage.