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Artist James Goldcrown Creates Love Heart Artwork For Elizabeth Arden Collaboration

Sydney A. Braat by Sydney A. Braat
September 24, 2018
in Arts
Home Arts

Famed artist, James Goldcrown, has partnered with Elizabeth Arden to create a limited edition collection, Love Heals x Eight Hour Collection with Goldcrown’s iconic #lovewall artwork featured on the collection’s packaging. The artist created a mural installation at Macy’s Herald Square on Friday, September 21 and proceeds from the installation will be donated to charity.

Goldcrown was born in West London and is a self-taught artists/photographer now based in New York and Los Angeles. The world-wide phenomena left school at 17-years-old to work in a South London darkroom which led to his career as a fashion photographer. Following these pursuits, Goldcrown took a hiatus in London and went to Africa to make the documentary To Die No More which highlighted the AIDS/HIV epidemic. In 2007, Goldcrown moved to New York, a creative capitol of the world. By 2015, he had his first show at Miami Art Basel where his work sold out in just two hours. Today, Goldcrown’s work can be seen around the United States in New York, California, Texas, Miami, Chicago, and internationally in Japan, South Korea, China, and Brazil.

We spoke with Goldcrown moments before he created his #LoveWall mural outside Macy’s at Herald Square to learn more about his career and what this collaboration means to him:

Can you speak a bit about the beginning of your career and how all of this got started?

JG: My career started in New York around 2009. I was a street vendor selling art. A friend of mine and I saved enough money to get a trailer and we’d go around with our artwork, set up in the Upper West Side. Later, I got my own studio in SoHo. This pizza place asked me to do a mural for them in February around Valentine’s Day. I’d been doing Love Hearts for quite a while and it never really struck me that I should do it for a mural. It seemed too obvious to me, but all my friends encouraged me to do it. At that time, this hadn’t gone viral. Then, sure enough, February came and I hadn’t planned anything, so I did the Love Hearts. A lady called Eva Chen from Facebook was the first person with the most followers who posted it. It went viral, so thank you Eva!

What’s a place that you’d love to do a mural?

JG: New York is always a lot of fun because it’s always so chaotic. I have a lot of work around the world. I live in L.A. and murals never get vandalized there. It’s a different kind of place, but when you come to New York, murals don’t have a long lifespan. There’s something weirdly fun about that. That’s why I love New York. It’s unpredictable, there’s so much hustle and bustle, and it’s the birth place for my journey.

Why are you excited to partner with Elizabeth Arden?

JG: Elizabeth Arden is an important part of my upbringing because my mum would always wear the Eight Hour cream. I’m working with a brand that I’ve known most of my life. Growing up in England, we didn’t have Macy’s, but Elizabeth Arden was always there. It’s a nostalgic campaign for me.

To learn more, visit www.elizabetharden.com.

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Sydney A. Braat

Sydney A. Braat

Sydney Braat is a Hamptons-raised and NYC-living journalist. She enjoys splitting her time between the bustling city life and relaxing atmosphere of the Hamptons. When she's not writing, Sydney is traveling. She thrives off of new experiences, cultures, cuisine, and languages. Sydney writes about the arts, philanthropy, food & wine, and shopping.

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Read the full article at Hamptons.com (Link in Bio) #frozenyogurtshop #sundaes #sundaesonmain #bridgehampton #local #hamptons
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The Week of Hope was created by HDRF in 2018 as a kick-off to the annual Race of Hope 5K to Defeat Depression but has been on hiatus since the start of the pandemic in 2020.  The balloons will be up from July 27 through August 6th, culminating with the Race of Hope on Sunday, August 7th. Celebrity Grand Marshal Candace Bushnell will join Co-Grand Marshals Audrey Gruss and HDRF Board member and East Hampton resident Arthur Dunnam, as they lead participants around Lake Agawam at 8:30 AM. @hope_hdrf

Read the full article at Hamptons.com (Link in Bio) #weekofhope #5k #mentalhealth #hamptons
  • Brooks Pilates Takes Over August Out East

This August, for the whole month, Brooks Pilates will be at Hero Beach Club and Topping Rose in the Hamptons where Sarah will be teaching group mat classes. They are also doing partnerships with 111Skin, DKNY, OraSpace, FaceGym and Healthrover. More about events and scheduling can be found on their website.

Sarah is excited about her series on the East End and enjoying her time both on and off the mat in the Hamptons. She can’t wait to greet the Brooks Pilates clientele this August out East. She spoke more about her background, the success of her business, and what she is most looking forward to in the Hamptons. @sarahbrookspilates

Read the full article at Hamptons.com (Link in BIo) #brookspilates #sarahbrooks #pilates #montauk #hamptons #herobeachclub
  • Shell It Out Hamptons, Benefiting South Fork Sea Farmers

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Read the full article at Hamptons.com (Link in Bio) #shellitout #oysters #oysterfarming #benefit #art #community
  • Lifestyle Expert Vanessa Gordon on Wanderlust and Experiencing the East End

Vanessa Gordon is a Hampton’s lifestyle and travel expert, author, and founder/publisher of East End Taste Magazine. She also hosts The Hamptons Interactive Brunch. Her articles regularly appear in Modern Luxury Publications, the Independent Newspaper, Thrillist, and others. She has been featured in and quoted in top-tier national media outlets. She lives in Sag Harbor with her husband and two children. @vanessapgordon

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Read the full article at Hamptons.com (Link in Bio) #hamptonsonline #vanessagordon #lifestyle #eastend #hamptonsinteractivebrunch #brunch
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Read the full article at Hamptons.com (Link in Bio) #hamptonsfashion #hamptonsfashionweek #hamptonsstyle #fashion #fashionweek
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