Perhaps it’s the brazen simplicity of these photographs, shot by Williams’ long-term friend and collaborator Nick Knight, that demands closer inspection. Perhaps it’s the typology-like arrangement of gleaming hardware: padlocks, cuban links and chains, all sharp angles and engineered efficiency against soft, pastel backgrounds that holds your gaze. Or maybe, it’s the tongue-in-cheek video, made in collaboration with Playboi Carti (another friend of Williams’), who raps the pronunciation predicament that will feel familiar to many non-French speakers to the percussive sound of a whirring printer.
Inspired by the lovers’ locks that line most Parisian bridges, the images present a playful take on the monogram, with plenty of hidden G’s emerging ‘accidentally’ from locks and chains. Expect plenty more of this in accessory-form during when Williams’ presents his debut collection, but for now it’s safe to say our attention has been piqued.