Life & Travel
This article is in partnership with Lexus.
Luxury is often defined by someone else’s standards. But what if the finer things in life looked different through the lens of those crafting and shaping Black culture?
In Redefining Excellence, a two-episode short-form video series presented by Will Packer Media in collaboration with Lexus, we dare to broaden how we think about luxury. Here, it’s not just about the price tag. Luxury is a practice.
At its core, Redefining Excellence is a celebration of intention woven into every detail of how we live: our joy, our spaces, our craft, but also our rituals of care. These are the Black creators who not only give the best to themselves in what they build, but also pay it forward to the communities around them.
Through their vision, they embody the same precision and artistry that Lexus embraces when in pursuit of a higher standard, the Standard of Amazing.
In Episode 1, “Ingredients of Success,” the series follows chef, restaurateur, and Lexus Culinary Master Kwame Onwuachi, whose artistry is imbued with rich cultural storytelling. We see him wander purposefully through a garden, gently testing the ripeness of fresh fruits and vegetables. “Luxury isn’t about exclusivity. It’s about being intentional with your choices and craft,” he says.
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“Now, because of my work and the ingredients I use, luxury means something different. I am boldly setting a new standard of amazing and innovation.”
As he chops vegetables, plates vibrant dishes, and loads the finished product into the sleek Lexus LC Convertible, he continues, “For me, luxury means ingredients that carry memory… dining experiences and locations that honor the stories that raised me and feel like us.”
In Episode 2, “The Texture of Luxury,” the lens turns to founder and CEO of CurlyCon LA Ava Pearl, whose ingredients take a different form. As the trunk of her Lexus LX 700h lifts, she says, “When I think of luxury, it isn’t expensive, it’s expansive.” The scene shifts, and we watch Ava lay down a bouquet of fresh flowers upon entering her home before using aloe vera leaves to prepare gel by hand.
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“When I was younger, I thought luxury was something you bought. Now I know it’s about living up to a higher standard… Black women have always defined what’s next, setting the standard for beauty, luxury, and excellence.”
Like Kwame, she builds with intention, pouring care into the details, believing, like Lexus, that “luxury isn’t just a finish, it’s a standard. One that’s built to amaze.”
Through these stories, Redefining Excellence serves as a reminder that the journey is not just about the destination, but also the ingredients you choose along the way.
Watch both episodes now and learn more about how Kwame and Ava set their own standard of amazing.
Featured image by xoNecole/Will Packer Media
ALSO ON XONECOLE