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The late photographer Slim Aarons as soon as described the content material of his work as “engaging folks doing engaging issues in engaging locations.”
And that’s precisely what’s occurring in Jay-Z’s newest Slim Aarons-inspired photo series for his cannabis firm Monogram. Following an preliminary campaign video which launched in April, the corporate has launched companion prints shot by Hype Williams that seize the identical lavish poolside opulence Aarons was recognized for. The distinction? Not everyone seems to be white. And everybody’s smoking weed.
“The notion round hashish has shifted loads for the reason that twentieth century. For those who had been to ask me and my friends how we’d outline the great life at the moment, weed would positively be part of it,” Williams stated in a press launch. “Whether or not we’re smoking to encourage creativity or to have a good time an achievement, hashish has a rightful place in modern-day tradition.”
Every of the seven prints, which retail for $320, are a recreation of well-known vignettes from Aarons’ unique assortment, together with “Preserve Your Cool,” “Desert Home Get together,” “Poolside Glamour” and “Leisure and Trend.” Styled by Excessive Snobiety style director Corey T. Stokes, the video and prints function expertise resembling current Grammy nominee Chika, culinary skilled and activist Ghetto Gastro and rapper and songwriter Curren$y.
Earlier than turning into accessible for the general public, the photographs had been debuted on New York Metropolis billboards, coincidentally quickly after the Empire State state legalized marijuana.
“On the heels of legalization, seeing creatives like this grow to be a pure a part of the material of New York Metropolis solely reinforces that hashish has a proper to exist inside our customs, arts and social establishments,” Jay-Z stated in a press release. “New York’s choice to legalize is a victory for your entire business, and I’m excited to have Monogram play a job in bringing that message to life in my very own yard.”
Summer season and Sunbather of The Good Life, Redefined (18×27)