If lickable wallpaper belongs in Willy Wonka’s factory, then Chrome Hearts belongs in every frame of Jesse Jo Stark’s latest music video—right down to the sugar cubes and birdcages marked with the Los Angeles brand’s signature gothic crosses. Stark’s father, Richard Stark, founded the leather-heavy label in 1988, cultivating a devoted following of bikers, rockers, hypebeasts, and collectors over the decades. In her music career, Jesse Jo has woven the family business into her artistry, integrating the brand’s fleurs-de-lis, crosses, and leather into her visuals and wardrobe. (In 2019, she even designed her own boots named Sugar Jones, after the nickname Cher, her godmother, gave her.) Currently, she’s serving as the brand’s co-creative director alongside visual artist Matt DiGiacomo.
In Stark’s music video for her new single “Who Knew”—premiering here today on GQ.com—the musician broods alongside oddball rapper Lil Yachty clad in various head-to-toe Chrome Hearts ensembles. (Eat your heart out, 4G bandits!) The mansion they traipse around in channels a certain renegade lushness akin to that of Sofia Coppola’s The Bling Ring, except if those bandits’ targets were Anwar Hadid and Shai Gilgeous-Alexander instead of Paris Hilton and Lindsay Lohan. It’s a fun directorial debut from Stark, who grew up around the kind of rarified designer treasures that would make any fashion lover salivate. And those treasures are on full display here: Chrome Hearts armchairs, Chrome Hearts rugs, a Chrome Hearts birdcage! Of all the wild Chrome grails in the “Who Knew” video, these are our five favorites.
License Plate Frame
The video opens with both Yachty and Stark jumping into the back seat of a vintage Cadillac with a “333” license plate—angel numbers, if you’re into that—framed by a Chrome Hearts bracket. As Yachty drags his feet into the car while holding an embossed leather duffle bag that’s currently going for upwards of $20,000 on Grailed, the camera zooms in on the hems of his cherry-red leather Chrome overalls, covered in a smattering of gothic crosses.
A Massive Ebony Cross
If I were Jesus Christ, I’d much have preferred to go on this massive Chrome cross than whatever rotting wooden planks the Romans nailed together. (After 12 years of Catholic schooling, I’m allowed to say things like that because of a little sacrament known as reconciliation.) To see the Chrome cross’s signature fluted points on a massive scale makes the house’s impact really sink in for any novice. Jesse Jo kneeling right in front of it in a bespoke biker-babe getup only makes the effect that much more potent.
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