Creative legend Hype Williams reimagined some of Slim Aarons’s most iconic photographs of socialites from the 1950s, 60s, and 70s to usher in Jay-Z's new cannabis project Monogram
The good life, as seen through the lens of a modern visionary.
.Since Jay-Z first announced his new cannabis project Monogram last October, efforts to legalize marijuana around the country have sped up, suggesting we’re on the brink of a new era for recreational cannabis. So what better way to welcome the future than to look back at the past? Monogram has tapped creative legend
Hype Williamsto reimagine some of Slim Aarons’s most iconic photographs of socialites of the 1950s, 60s, and 70s, imagining what Aarons’s vision of “the good life” might look like today.Top, by Hype Williams; bottom, by Slim Aarons/Getty Images.“Slim Aarons’ work represents more than meets the eye,” Williams told
Vanity Fair.“There is a certain taste level and quality.” Shooting at the famous Frank Sinatra house in Palm Springs, Williams and his team painstakingly recreated the key elements from Aarons’s original work, with a particular focus on color, composition, and energy. “As an artist I am a huge fan of all things visual, and I didn’t want to do anything to misinterpret his composition,” Williams said. “We spent a lot of time putting all the right elements in place and composting them properly.” headtopics.com
There are, of course, some noteworthy differences too. Aarons’s original subjects were almost exclusively white, and lounged poolside sipping champagne. The partygoers in Williams’s photographs are primarily Black, and though there’s champagne on hand, they’re casually smoking weed in a way that can only be described as glamorous. (The spectacular throwback clothes certainly help.)
Top, by Slim Aarons/Getty Images; bottom, by Hype Williams.On the set Williams played music to relax his subjects in front of the lens, but it was also clear to everyone involved that they were capturing history in the making. “I stepped back and thought that we are doing something pretty historic right now,” Williams said. “And that we are taking the time to carefully weave our sensibilities into an advertising campaign for weed!”Read more: VANITY FAIR »
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JAY_Z_Daily Thank you $GRAMF iykyk 💎 monogramcompany Personally I don’t think we should allow celebrities or corporations to take over hemp & marijuana