Jewelry culture

Jewelry culture

In the mid- to late- 1990s, platinum replaced gold as the metal of choice in hip hop fashion. Artists and fans alike wore platinum (or silver) jewelry, often embedded with diamonds. Jay-Z, Juvenile, and The Hot Boys were largely responsible for this trend. Platinum fronts also became popular; Cash Money Records executive/rapper Brian "Baby" Williams has an entire mouthful of permanent platinum teeth. Others have fashioned grills, removable metal jeweled teeth coverings. With the advent of the Jewellery culture, the turn of the century established luxury brands made inroads into the hip hop market, with brands like Gucci, Louis Vuitton, and 212 Diamond City making appearances in hip hop videos and films.

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