Hype Williams - Keep Your Cool
Hand Numbered (Edition of 13)
Hahnemühle Photo Rag 308 gsm cotton rag-based archival inket printing paper
18" x 26.5"
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.
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.
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.
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.