BLACK PEARL Unveils Cultural Sustainability Campaign in Times Square

New York, Dec. 02, 2025 – BLACK PEARL, a trailblazing cultural sustainability agency, has made waves with the launch of its latest campaign, integral to its Culture@ storytelling series. This effort is in collaboration with Getty Images, a leading global visual content creator, and Canon U.S.A., Inc., renowned for its innovative digital imaging solutions.

The Power of Cultural Identity in Sustainability

At the forefront of this campaign is a powerful message: sustainability transcends materials and production; it is deeply rooted in identity, culture, and community. By showcasing renowned figures like Jack Dylan Grazer, Tati Gabrielle, and Sebastian Chacon, the campaign delves into how individual cultural stories manifest in fashion, creating a rich tapestry of styles that speak to heritage and belonging.

Samata Pattinson, the founder and CEO of BLACK PEARL, articulates this vision beautifully, stating, “Culture is one of the most powerful connectors we have—it shapes how we see ourselves and each other.” The campaign emphasizes that what we wear embodies deeper meanings related to our identities and connections.

Capturing Cultural Narratives Through Photography

The campaign features striking visuals taken by The Tyler Twins, Katherine and Mariel Tyler. Their photography not only highlights the talent involved but also celebrates the nuanced expressions of cultural identity. Utilizing Canon’s cutting-edge cameras and lenses, the portraits aim to make sustainable fashion more relatable and solution-oriented.

Launch in a Prime Location

Starting today, the campaign is displayed prominently on The Midtown Financial (MiFi) building in Times Square, New York City, running through December 9th. This high-visibility location amplifies the ongoing dialogue about the intersection of fashion, sustainability, and cultural identity at a time when these topics are gaining critical attention.

A Collaborative Effort

The collaboration between BLACK PEARL, Getty Images, and Canon represents an innovative approach to storytelling. Each organization brings its expertise to the table, creating a multifaceted narrative aimed at a global audience.

Kirstin Benson, Vice President of Global Entertainment at Getty Images, underscores the significance of this partnership: “As an innovator in fashion and entertainment photography, Getty Images supports BLACK PEARL in deepening their storytelling on a global scale.” This synergy will not only elevate the campaign but also foster a broader conversation about cultural sustainability.

Emphasizing Diversity

This initiative by BLACK PEARL celebrates cultural diversity by documenting the stories behind cultural garments. The Culture@ project explores themes of age, race, class, identity, and more, making sustainability an inclusive conversation. Each featured individual brings their unique background to the forefront, allowing audiences to connect on multiple levels.

• Jack Dylan Grazer embodies American youth culture, presenting a relaxed yet impactful style.
• Sebastian Chacon merges his Ecuadorian–Colombian heritage with contemporary fashion through self-styling.
• Tati Gabrielle blends her Korean and African American roots into a vibrant, conscious aesthetic.
• Samata Pattinson encapsulates narratives from British, West African, and African American cultures.

Technological Innovation Meets Artistic Expression

Canon U.S.A. contributes its imaging technology to the project, facilitating the creation of powerful visuals that resonate with audiences. Hiroto Kato, Vice President of Business Planning & Strategy at Canon, comments, “At Canon, we believe in the power of imaging to tell stories that matter.” This belief aligns perfectly with the objectives of BLACK PEARL and Getty Images, creating a platform where visual storytelling fosters understanding and appreciation for cultural nuances.

Engaging with the Campaign

Individuals interested in learning more about BLACK PEARL’s initiatives can visit BLACK PEARL’s official site to explore the campaign’s portraits and underlying messages. This provides an opportunity to engage with the diverse narratives being celebrated and to appreciate how culture and sustainability are intertwined.

The campaign’s ambition extends beyond mere representation; it aims to inspire a collective movement toward sustainable fashion that acknowledges and honors cultural identities. By partnering with influential organizations and individuals, BLACK PEARL is setting a new standard for what it means to advocate for sustainability today.

Media Contacts:

• BLACK PEARL: Ah-Niyah Gold at ahniyah@agoldconsulting.co
• Getty Images: Jenna Attardi at Jenna.Attardi@gettyimages.com

Photography Credits

• Photography: Tyler Twins
• Styling: Jasmine Kelly Rutherford
• Hair & Makeup: Various artists contributing to individual portraits

By weaving together these essential threads of culture, identity, and sustainability, BLACK PEARL’s campaign stands as a vibrant testament to the power of storytelling in the fashion industry—a call to action for more inclusive and conscious consumption.