Beyoncé is determined, and everything she undertakes seems to turn into a million dollars. As a teenager, she led her group Destiny’s Child like a lioness to the top, leaving unambitious divas in her wake. To those who stood in her way, she launched “Survivor”, which became a legendary hit. It’s a classic that has become a defining part of the soundtrack of the 2000s. Hardships: she turns them into hit songs. Her love life: she kept a low profile for several years before turning it into an artistic project. In addition to their relationship, Jay-z and Beyoncé share a vision that they showcase in their tours and videos: and her walk. The power and influence of the couple is unquestionable. They’re as imposing as the presidential couple!
“Power, Money, Glory”: for the launch of her ephemeral tattoo collection, Beyoncé isn’t content with a classic announcement via the fashion or lifestyle media. She turned to Carine Roitfeld, so that her magazine would have priority in covering her collaboration with Flash Tatoo. It’s a calculated, clever gesture that makes this collaboration stand out from the crowd. These aren’t ordinary tattoos glued to the skin with a water sponge: this is gold inlayed into the skin.
A bling bling assumé: a bling bling asserted, as if to make a mockery of it. Beyoncé is a “Golden Girl”: very well. So her skin is armed with golden guns. Her hits are anthems. So it’s engraved in stylized letters with the Flash Tatoo team, that they become creeds. The meaning of these tattoos: success that’s said with opulence, because it’s something to be proud of. Climbing the ladder of glory is not taboo in American culture, far from it.
Haven’t we seen too many tattoos lately? A cultural element whose meanings vary from one universe to another, the worlds of Rap and R’n’b have developed their own tattoo aesthetic over the years. Inspired by the founding emblems of this community, Beyoncé designs her ephemeral tattoos as jewelry. The object is revisited, and now wrapped in a luxurious case.
Now a fashion addiction, tattoos are scrutinized and deciphered… In 2010, Chanel launched a collection of ephemeral tattoos created by make-up artist Peter Philips. Since then, the craze has continued unabated. But for how much longer?
Beyoncé, always “flawless”, doesn’t sell tattoos, but her concept of the turn the trend is going to take. Full control: from product conception to campaign implementation – in which she stages herself – Beyoncé inks her power into the fashion epidermis.
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