All About Jay-Z's New Cannabis Campaign Featuring Chika and Curren$y

✍ May 14, 2021 - 09:06

[Note: photos at the end of the article]

In April, MONOGRAM, the cannabis line created by Shawn 'JAY-Z' Carter, launched the first installment of a three-part campaign reimagining the iconic photos of renowned mid-century American photographer Slim Aarons through a contemporary lens.

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At the Frank Sinatra House in Palm Springs, MONOGRAM turned to photographer Hype Williams to recreate several of Aarons' quintessential images. Examples of this are “Keep Your Cool”, “Desert House Party”, “Poolside Glamour”, “Leisure and Fashion” and others. All star an updated cast of diverse personalities and a new integrated product: cannabis.

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— fuh jord Sat Jul 11 ​​22:19:41 +0000 2020

Set design and styling were designed by High Snobiety's Fashion Director, Corey T. Stokes. In them, Stokes pays homage to the timeless looks immortalized in Aarons' original work, while seamlessly incorporating modern accents and streetwear touches.

The campaign features personalities such as:

“After legalization, seeing creativity like this become a natural part of the fabric of New York City only reinforces that cannabis has a right to exist within our customs, arts, and social institutions,” Carter shared. "New York's decision to legalize is a victory for the entire industry, and I'm excited for MONOGRAM to play a role in bringing that message to life in my own backyard."

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