The Black Radiance x Cross Colours cosmetics collection has positioned the apparel label as a lifestyle brand.
Cross Colours Transforms into a Lifestyle Brand with Black Radiance Collaboration
Los Angeles–based heritage streetwear brand Cross Colours is now making waves not just in clothing, but in lifestyle products as well, thanks to their dynamic partnership with Black Radiance. This partnership marks a pivotal transition for Cross Colours, evolving from its roots in clothing to embracing a broader lifestyle brand ethos that highlights African American culture, peace, inclusivity, and the vibrant influences of hip-hop.
A Visionary Partnership
“Someone is beside us now who really understands what we want,” said TJ Walker, co-founder of Cross Colours. “It really mirrors our customers’ values and our brand’s core beliefs.” This insight underscores the essence of their collaboration, as both brands share a commitment to celebrating diversity and empowering consumers.
Bridging the Gap to Lifestyle
According to Sherry West, the brand marketing manager at Black Radiance (a subsidiary of Markwins), this unique partnership provides Cross Colours with a platform to join the ranks of other fashion houses that have successfully expanded beyond apparel. “When you see a designer’s collection coming down the runway, the models have that brand’s makeup on their faces. Now, Cross Colours has its own makeup,” she remarked. “When you are a lifestyle brand, you’re touching on every aspect of that consumer’s lifestyle.”
The Collaborative Launch: Making a Splash in Fashion and Beauty
To celebrate this exciting new chapter, Cross Colours recently launched its collaborative makeup line in December, followed by a vibrant fashion show on February 27. The products, abundant in bright colors, reflect the brand’s signature aesthetic—bold hues of blue, yellow, green, and red.
Bold Colors for a Bold Statement
“Nobody else is out there doing these really bold colors,” West stated, with the vibrant palette drawing inspiration from Cross Colours’ iconic early 1990s advertising campaigns. The motto “Beauty without prejudice” served as a guiding principle for the makeup line, which adds the phrase “Color without prejudice” to emphasize the brand’s commitment to inclusivity in beauty.
Creative Packaging: A Tribute to Culture
Beyond the eye-catching hues of the cosmetics, the collaboration showcases innovative packaging that pays homage to hip-hop culture, celebrated not only by the brands but also in conjunction with the 50th anniversary of this influential music genre. “The boombox, the mic—what a creative way to present our brand to customers,” remarked Carl Jones, another co-founder of Cross Colours. “It expresses hip-hop, our ethos, our culture, the music—it was a perfect presentation.”
Conclusion: A Bright Future Ahead
The partnership between Cross Colours and Black Radiance signifies more than just a merger of fashion and beauty; it represents a bold statement about the future of lifestyle branding. With a focus on rich culture, vibrant colors, and inclusivity, we can expect this dynamic duo to continue inspiring consumers and redefining what it means to embrace and celebrate one’s identity.
