The 41-year-old musician recently teamed up with legendary supermodel for the launch of his new Bluetooth earphone brand Buttons, and whilst he believes Naomi, 46, is top of the pile when it comes to the catwalk he thinks young pretender Kendall Jenner is the ''princess'' of the business.
Speaking to #legend magazine, the 'Scream & Shout' singer said: ''Because I was a part of Beats and that success, when I started this company, I wanted to make sure I had other folks I can bounce ideas off and can consult and help make some noise. We're so blessed to have them as a part of this ... Naomi is the queen of fashion and Kendall is the princess.''
And the Buttons brand isn't the only time will.i.am has worked with the 21-year-old Kendall either, as she featured in the video for the remake of Black Eyed Peas' 2003 single 'Where Is The Love?'.
The song - originally made by will.i.am, apl.de.ap, taboo and Fergie - features new vocals from the likes of Justin Timberlake, Jamie Foxx, Ty Dolla $ign, Mary J. Blige, Diddy, Cassie, Andra Day, The Game, Tori Kelly, V. Bozeman, Jessie J, French Montana, DJ Khaled, Usher, Nicole Scherzinger, ASAP Rocky and Jaden Smith and the video featured the brunette beauty alongside the likes of Usher, Foxx and Jessie J.
The decision to remake the single comes after a year of tragedy following events such as the Orlando, Paris and Belgium shootings, as all proceeds will go to the rapper's i.am.angel foundation to raise money to stop violence in America.
Speaking in a promotional video for the re-release, will.i.am said: ''My grandma said a prayer and said that we shouldn't stay home and be afraid when you're being called on to do as much healing as you can with the gift that was given to us.''
Meanwhile, will.i.am's partnership with Kendall comes as he says it is his goal to ''turn strangers into friends''.
Asked what advice his mother gave him, the 'Feelin' Myself' hitmaker said: ''My mom taught me to turn strangers into friends and friends into family.''
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