For the launch of his "Boo" jewelry line, Waris Ahluwalia of House of Waris asked a handful of friends to create videos entitled "You’re My Boo." Beyond that we’re not sure he gave any direction, since we’ve got today’s exclusive video and it doesn’t seem to have much to do with jewelry. Or show the "Boo" jewelry at all.
But maybe that’s sort of the point?
Starring Hailey Gates (model/NYU student/girlfriend of a Maroon 5 member), the film feels like a voyeuristic “boo” followed Hailey around, filming her with a vintage filter while pumping an indie rock soundtrack. It’s artsy, a little mysterious and very boldly sexy. (You’ll see what we mean at six seconds.)
So even if it doesn’t show the accessories, the video’s cavalier vibe kind of matches them. Nameplate jewelry was always a bit cheeky. And now with the “Boo” stamp instead of a standard name, it’s a layer more subversive.
Watch the video below and then shop the jewelry starting February 14. (Sold online only at Moda Operandi and in person at NYC’s Kirna Zabete and Miami’s The Webster, the pieces are incredibly rare, despite their under-$250 price tag.)
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