In a heartwarming and unexpected turn of events, hip-hop legend Eminem unveiled his latest fashion creation by introducing a surprising new face to the modeling world: his own grandson, Elliot. The 7-year-old made his debut as the star of Eminem’s new limited-edition shirt campaign, melting hearts across the internet and drawing a flood of admiration from fans and fashion watchers alike.
Standing proudly alongside his young protégé, Eminem—real name Marshall Mathers—announced the launch of his shirt design with a touching tribute. “My grandson is my inspiration,” the rapper shared during the campaign reveal. “This shirt is about legacy, resilience, and the next generation. And who better to wear it than the person who motivates me every day?”
The campaign, launched on Eminem’s official website and social platforms, featured Elliot wearing a black and white oversized tee emblazoned with the phrase “Roots Run Deep,” stylized in graffiti-inspired lettering. The design also includes a subtle reference to Eminem’s iconic “Shady” logo, repurposed in a playful, child-friendly format. The look is completed with denim joggers, high-top sneakers, and Elliot’s natural charisma—clearly inherited from his grandfather.
Though Eminem has long kept his family life mostly private, this rare glimpse into his personal world struck an emotional chord with fans. Social media erupted with support and surprise, with “Elliot” and “Eminem Grandson” trending on X (formerly Twitter) within an hour of the reveal. Fans praised the rapper not only for his design work, but for showcasing a tender, familial side of himself that’s seldom seen in public.
“Who knew Slim Shady had such a soft spot?” one fan tweeted. “Elliot is a natural! And that shirt? I need one ASAP.”
Another fan wrote: “Eminem showing off his grandson in his own fashion line? That’s full circle. We’ve watched him grow from a struggling dad to this. Incredible.”
The limited-edition shirt is part of a capsule collection titled Legacy Line, which Eminem described as a passion project that blends his love of music, art, and family. The line is being produced in collaboration with Detroit-based fashion collective 313 Threads, known for their community-driven, streetwear-inspired clothing. Partial proceeds from the sales will go toward youth programs in Detroit, including art and music workshops for underprivileged children.
In a behind-the-scenes video released alongside the launch, viewers get a candid look at Elliot during the photoshoot—laughing, striking poses, and even imitating some of Eminem’s signature hand gestures. Eminem can be seen coaching him from behind the camera, occasionally bursting into proud laughter. “He’s got the energy,” Eminem says in the clip. “He reminds me of me, but happier—and that’s all I could ever hope for.”
Elliot is the son of Hailie Jade Mathers’ older half-sister, and while details of his exact relation have been kept mostly private, Eminem has frequently referenced his broader father-figure role to several children in his life. Fans of his music will recall his long-standing dedication to his daughters and nieces, often cited in lyrics and interviews. Introducing Elliot to the public as both muse and model now seems like a natural extension of that devotion.
In the music world, Eminem has remained active, with his latest album The Death of Slim Shady (Coup de Grâce) making headlines earlier this year. Critics praised the project for its introspective tone and evolution from earlier personas. With the launch of Legacy Line, Eminem appears to be expanding his creative universe beyond music—embracing fashion and family with the same intensity that has defined his decades-long career.
“I’ve been through a lot. I’ve said things in my music, done things in my past. But when I look at Elliot, I see hope,” Eminem shared during a recent interview. “He gives me a reason to keep creating, to stay grounded. This is just the beginning.”
Whether this marks the start of more fashion ventures or simply a one-time tribute, fans are celebrating the new chapter. The shirt has already sold out in several sizes, with a second release slated for next month.
As for Elliot? If the glowing reception is anything to go by, this child model may have just taken his first steps into stardom—with a proud grandfather watching every move.
