21st-century platforms such as Instagram have made it easier than ever before for businesses to exercise direct-to-consumer advertising. With each swipe through the app’s algorithm, countless influencers and advertisers benefit from eyes on their products. But before technology made this kind of advertising practically omnipresent, brands relied on more traditional methods—such as product placement. In 1990, when Will Smith’s vibrant comedy (and wardrobe) appeared in living rooms across the country during the first season of The Fresh Prince of Bel-Air, the Los Angeles-based clothing brand worn by the lead actor was catapulted to stardom. Cross Colours, founded by designers Carl Jones and T.J. Walker just the year before, became an instant commercial success.
In celebration of the pioneering apparel line and its enduring legacy, the California African American Museum has mounted an exhibit that chronicles the brand’s 30-year history: Cross Colours: Black Fashion in the 20th Century. The show, jointly curated by Tyree Boyd-Pates, history curator and program manager, and Taylor Bythewood-Porter, assistant history curator, features original design sketches, vintage textiles, and unique ephemera that help contextualize the sociopolitical climate in which Jones and Walker were designing—and offers insights about the way fashion, politics, and activism are still intertwined.
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