The “Top Prize” creator Alkaline scored a major feather in his hat when his music was heavily featured Wednesday on the haute Paris runway during the first major collection of Paris Fashion Week’s menswear season.

Alkaline’s music and personal style served as an inspiration to designer Matthew M Williams’ first standalone menswear show since being appointed in 2020.

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The models were clad in pieces by American designer Matthew M. Williams, who is a former collaborator of Lady Gaga and Kanye West. Each look was synonymous to others, as the pro models strutted casual, loose sleeved, shirts and pants. While others wore open jackets, face masks—and some with a dash of neon colours to contrast the predominantly neutral coloured line.

To make things a bit more interesting, the runway was covered in water to add to Williams’ dramatic effect.

Highlights from the fashion show hit social media which featured the Dancehall tracks playing in the background.

Among them were Champion Boy, After All, My Side of the Story, and One More Time.

Considering the recent developments, Alkaline management issues the following statement:

“It’s with no surprise that The Man-himself, Alkaline, continues to make huge strides in Reggae-dancehall music globally. Since the artiste introduction and ascension to the helm of the genre he represents fueled by his artistry, authenticity, and loyal fans, Alkaline continues to redefine the space as an independent artiste.

On June 22, 2022, four songs from Alkaline’s catalog were featured at Givenchy SS23 men’s showcase in Paris, France. Alkaline would like to express his sincerest appreciation to Givenchy Creative Director, Mathew M Williams, for the inclusion in said showcase and look forward to a continuous great relationship and partnership.  “

Alkaline To Return To Jamaica

As the festival returns home for a much anticipated staging given its absence from the local circuit for almost 5 years, New Rules Festival Jamaica will see acts such as Elephant Man, Aidonia, Macka Diamond, Skeng, Jahvillani, Stalk Ashley, Marcy Chin, Knaxx, Star Captyn, Sykario and Kacique with other surprise guests performing in concert with The Man Himself, Alkaline. “Our Jamaican audience have been waiting not just for a great production/event like New Rules Festival but also to see Alkaline live in concert.

It’s been about 5 years since he performed in Jamaica and his return this summer will be epic. Our shows platform has always catered to giving upcoming artiste a platform to shine and this year will be no different” states Kereena Beckford, Alkaline’s Manager/Event Organizer. 

Given the anticipation to see Alkaline’s performance and the other mentioned acts, the New Era Productions team would like to implore our patrons to come out early. Gates open at 5pm with showtime to commence at 8pm. This will allow for all to secure parking arrangements, entrance to the venue and wide variety of offerings provided by our sponsors and vendors in a timely manner.

General admission tickets are priced at $3000 and VIP $8000. To purchase Cabana’s packages (Silver $150,000 & Gold $250,000), please contact 1-876-442-0784 or email

Get your tickets for New Rules at the national stadium July 2nd, 2022:

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