$GRAMF%$
hype williams x slim aarons
the good life, redefined
In his own words, mid-century American photographer Slim Aarons’ life’s work was devoted to capturing “attractive people, doing attractive things in attractive places.”
The photographs Aarons produced over the last four decades have undoubtedly become synonymous with mid-century luxury, beauty and leisure. However, In 2021, celebrating the good life is a more heterogeneous affair, and modern success and prosperity would be incomplete without a diverse cast full of colorful and energetic characters. To illustrate this dynamic new landscape, MONOGRAM tapped Hype Williams to reimagine a variety of Aarons’ most iconic images through a contemporary lens.
“If you were to ask me and my peers how we’d define the good life today, weed would definitely be a part of it.”
- Hype Williams
Vocals for “Too High” specially re-recorded for MONOGRAM by Stevie Wonder.
Serving as the campaign’s present-day Aarons, Williams brings an inspired creativity to his role in depicting what the good life looks like today, which encompasses a lifestyle that cannabis has the right to be a part of.
“Whether we’re smoking to inspire creativity or to celebrate an achievement, cannabis has a rightful place in modern day culture”
- Hype Williams
Shot at the legendary Frank Sinatra House in Palm Springs, MONOGRAM recreated and recast a series of Aarons’ most notable poolside vignettes, this time starring an engaging and diverse group of talent styled by High Snobiety Fashion Director Corey T. Stokes.
With wardrobe playing such a critical role in the art direction of each contemporized photo, Mr. Stokes honors many of the timeless looks immortalized by Aarons’ original work, while weaving in modern accents and streetwear. By striking a harmonious balance between the two, Stokes ultimately brings each character to life within the context of today’s aspirational fashion culture.
Featured personalities include ‘Best New Artist’ Grammy nominee Chika, New York-based trio of culinary experts & activists Ghetto Gastro, rapper & songwriter Curren$y, designer & stylist Aleali May, and fashion & beauty model Slick Woods.
“HOV has a vision for the industry that he’s bringing to life through MONOGRAM. His focus for this campaign was to showcase how beautifully cannabis fits into the good life today, and I am honored to be a part of it.”
- Hype Williams
The cast of individualistic visionaries and icons of tomorrow are depicted lounging on floats with MONOGRAM product in hand, basking in outdoor opulence and establishing a new good life, redefined.