Often called the “King of Rap,” Rick Ross is a byword for luxury. His fondness for an opulent lifestyle is demonstrated by his expansive estates and outstanding collection of luxury vehicles. By working with Gucci on a multi-million dollar project to make his private jet the most upscale and costly aircraft in the world, he is now going above and beyond in his luxury.

The aircraft, a Gulfstream G550 with an estimated $20 million in value, will undergo a comprehensive overhaul by Gucci’s skilled design team. Rumor has it that the interior will be completely renovated, with unique seating upholstered in high-end Italian leather and custom carpeting bearing Gucci’s recognizable monogram, though specifics are still being kept under wraps. It is also expected that the outside would have a little Gucci flair, either in the form of a sleek paint job or a discreet brand insignia.

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Beyond only being aesthetically pleasing, this partnership represents a strategic partnership between Rick Ross and Gucci. Ross’s enormous popularity and influence will probably create a lot of buzz for the company. Imagine the social media hysteria as he exits his own “Gucci Jet,” which is immediately transformed into a highly sought-after status symbol and an effective promotional tool. In addition to drawing in new customers, Gucci’s collaboration with celebrities like Rick Ross strengthens their standing as a high-end brand.