Hip-hop's influence in fashion has increased exponentially. Hip-hop's role in the fashion industry is design and marketing. Many hip-hop artists have made the jump to designing clothes and shoes, but marketing is the bigger service that hip-hop provides for fashion. Hip-hop is now the most popular music genre in the world, and its fanbase is mostly millenials and younger. This population has been introduced to high fashion by hip-hop, and this has the potential to boost the sales of companies with support from hip-hop artists. Gucci has seen a lot of success after gaining American mainstream popularity as a result of hip-hop introducing it to the culture.