When Jordan Carter kickstarted his “Opium” record label in 2019, he probably didn’t know that he would be unleashing a swarm of leather-wearing, edgy teenagers into the world.
Six years ago, Carter, better known under the artist name Playboi Carti, started a record label that would fundamentally change the global music scene and greatly influence the fashion community. Carti quickly built the momentum of the Opium brand by signing up-and-coming artists Ken Carson (2019) and Destroy Lonely (2021), two rappers that had built followings in the underground rap scene. Together, this holy trinity would create the “Opium aesthetic” with the help of Homixide Gang, a rap collective also signed to Opium.
The Opium sound is often labeled as dark/rage trap music. With heavy 808 bass and fast beats, these songs are meticulously crafted to be blared from the largest speakers possible. The popularity of the music has led many fans to consider Opium to be a part of their identity, influencing their clothing choices and attitudes. In terms of the aesthetic, it typically consists of all black clothing, excessive jewelry/accessories, leather, and unique silhouettes. The Opium style clearly draws inspiration from goth subculture, yet remains a balanced mixture of streetwear and avante-garde model looks.
As for its effect; the Opium aesthetic is associated with the mindset of not caring what others think about you, a positive outlook that can boost self-confidence and overall aura. However, copying the style of famous figures and “cooler” people often comes off as ingenuine and uncreative. Some people think Opium has slowly shifted from its initial organic, distinctive feeling, to generic, copy-and-paste fashion. Everyone wants to be unique and “underground”, but Tiktok, the platform that launched Opium into the mainstream, is designed to promote trends and uniformity, encouraging millions of people to abandon individuality in favor of consumption. Because of this, Opium is no longer a way for people to express themselves creatively and push against the boundaries of fashion.
It’s no question that Opium fans are abandoning individuality in favor of copying others, but this trend of mimicking the personality and fashion of Opium artists is especially concerning considering the allegations of domestic violence connected to Carti, Destroy Lonely, and Ken Carson.
Playboi Carti was arrested in 2023 for allegedly choking his pregnant girlfriend, Destroy Lonely has been accused of domestic abuse and was arrested in 2024, and Ken Carson was arrested in 2021 after an alleged domestic violence incident. It’s important to look at these events not just as isolated incidents of violence, but to think about the big picture: these are three extremely popular artists that have a cult following of primarily teenage boys/young men who will go to great lengths to defend their favorite rappers. When considering the criticisms of Opium, it’s not just the lack of individuality/originality that comes up, but also the negative reputations of these artists. Yes, they are undeniably talented and their trio will likely be credited with a new generation of hip-hip and rap– but it’s also hard to extract their legacy from the darker aspects of their characters. Beyond the infamy of its members, it’s unclear whether the Opium record label will continue to capture national attention and influence fashion or become just another fleeting trend.
