Nicolas Chemla, a brand strategy consultant, marketing professor, anthropologist, and author of the novel “Monsieur Amérique” and “Luxifer, pourquoi le luxe nous possède,” analyzes Beyoncé’s film “Black is King” exclusively for the Club des Chroniqueurs. In the midst of a year filled with turmoil and apocalyptic news, Beyoncé’s film serves as a refreshing and visionary display of black and “pan-African” creativity, embodying the upcoming “new luxury.”
While 2020 has been a challenging year for many, the world of luxury has seen its own moments of success and triumph. Chanel No. 5 promised the moon, Givenchy welcomed Matthew Williams as its creative director, consumption rebounded after the first lockdown, and Dior made waves with its fashion show and capsule collection for Chinese Singles Day. These moments, along with others in the luxury industry, have showcased the ability of luxury to thrive in times of crisis.
However, none of these events compare to the audacious and powerful statement made by Beyoncé in “Black is King.” Queen B, ranked among the most influential women in the world by Forbes, seeks to change the perception of blackness and elevate black pride through her film. With the collaboration of seven directors and over a hundred artists from Africa and beyond, Beyoncé presents a vibrant panorama of contemporary black creativity.
One of the standout aspects of “Black is King” is its contribution to the recognition and inclusion of the African continent in the global luxury industry. Often overlooked, Africa is home to a young and dynamic population eager for innovation, sustainability, and international styles with local influences. The film showcases the diversity of the African luxury consumer, including media entrepreneurs, fashion and tech entrepreneurs, creators, actors, singers, and individuals seeking sustainable solutions.
In addition to promoting African luxury, Beyoncé’s film also redefines beauty standards. With her anthem “Brown Skin Girl,” she celebrates all shades of “brown” and embraces true diversity. This redefinition of beauty standards aligns with the ongoing process in the luxury industry to break away from traditional norms and embrace inclusivity.
Furthermore, “Black is King” addresses the issue of cultural appropriation, a topic that has been debated in the luxury industry for some time. While some criticisms were directed towards Beyoncé, accusing her of appropriating African culture for commercial purposes, the film’s focus on showcasing lesser-known Black creators in the US and Europe helps provide visibility and opportunities for these artists. The profits generated by the sale of certain outfits from the film were also donated to black-owned businesses.
Beyoncé’s unapologetic stance in the face of criticism is a testament to her artistic vision and creativity. Luxury, like art, is not meant to please everyone, but rather to fascinate, create desire, and provoke wonder. Beyoncé understands that culture is fluid and constantly evolving, shaped by the creative gestures of others.
In conclusion, “Black is King” stands as a beautiful and captivating work of art that represents the future of luxury and beauty. It serves as a fitting end to a challenging year and an inspiring start to the new decade.
Afrocentric fashion from nikox
