Curtis “50 Cent” Jackson and Lalique Redefine Modern Luxury with the 505 Edition
The collaboration celebrates French heritage and craftsmanship with a limited-edition crystal decanter and a rare blend of Hors d’Âge Cognac
When Curtis “50 Cent” Jackson enters a new industry, he doesn’t just participate, he rewrites the playbook. From music to film to spirits, his trajectory has been one of relentless evolution, turning hustle into heritage. His latest move, a collaboration with the storied French crystal house Lalique, might be his most unexpected yet, and perhaps his most refined.
Together, Jackson and Lalique have unveiled the 505 Edition: a handcrafted crystal decanter encasing an extraordinarily rare blend of Branson Hors d’Âge Cognac. Limited to just 505 pieces worldwide, the decanter merges the meticulous artistry of French glassmaking with Jackson’s philosophy on success, craftsmanship and purpose.
The Meeting of Two Worlds
“This collaboration began in 2019 after visiting my Master Blender in Cognac and sourcing a very rare collection of Hors d’Âge, with some blends aged well over 100 years,” Jackson recalls. “I chose to collaborate with Lalique because I needed a handcrafted crystal carafe produced in France that was just as rare and exclusive as the Cognac inside it. Because only 505 individuals on Earth will have the opportunity to buy one, it had to be special. Actually, it’s 504—I’m keeping Number 50 for my own collection.”
For Lalique’s creative director Marc Larminaux, that same energy was palpable from the start. “It was a genuine creative dialogue,” he says. “Lalique brought its French heritage, including its mastery of form, detail and emotion, while Curtis brought his bold vision and modern energy. The 505 Edition was born at the intersection of these two worlds, where timeless savoir faire meets ambition and reinvention.”
That intersection became the core of the 505 Edition’s design ethos. “Throughout Lalique’s history,” Silvio Denz, Executive Chairman of Lalique Group, says, “we’ve collaborated with visionaries who share a respect for art, craftsmanship and emotion, from René Lalique himself to contemporary creators. Curtis felt right because he understands that dialogue between heritage and modernity. His approach is creative, refined and deeply human. That’s what Lalique stands for today.”
A Legacy Reimagined
The decanter’s silhouette draws inspiration from René Lalique’s early perfume bottles, an homage to the brand’s origins, but its presence is distinctly contemporary. “René Lalique’s work is timeless,” Jackson says. “I challenged Marc Larminaux and his creative team to create something strong, luxurious and eye-catching. This decanter feels both classic and new, something worthy of sitting in a museum or at the center of the finest bars in the world.”
Larminaux expands on that sentiment: “We drew inspiration from René Lalique’s early perfume bottles, admiring their poetry, proportions and timeless beauty. His designs are so modern that iconic luxury houses still reference them today,” he says. “With the 505 Edition, our aim was to capture that same enduring spirit and infuse it with contemporary strength.”
The result is a decanter that feels as much like sculpture as it does a vessel. “The silhouette is both bold and refined,” Larminaux says. It bridges worlds, French artisanship and American drive, heritage and today’s vision of modern luxury.
The Lion and the Legacy
Few symbols could encapsulate Jackson’s journey like the lion. “The lion is the king of the jungle, an apex predator. It’s a timeless symbol of power, strength and wealth that has appeared in many notable Lalique creations,” he says. “I’ve built my brands on resilience and leadership. When people see that lion in the center of the decanter, they know it’s about power and pride. It’s the perfect fusion of who I am and what they stand for.”
For Lalique, the lion also carries deep roots. “Nature has always been a source of inspiration for us,” Larminaux says. “Animal motifs are woven into our heritage. In crystal, the lion transcends its role as a mere emblem; it becomes a living entity, a manifestation of power refined through artistry and the perfect embodiment of the 505 Edition.”
Precision, Patience and the Pursuit of Perfection
Jackson, known for his decisiveness, admits the process forced him to slow down. “Man, I learned patience the hard way,” he laughs. “I’m used to moving fast by dedicating whatever resources are needed to get things done. But when you actually see the artisans at the Lalique factory in Alsace, the way they cut, polish, and sign every piece by hand, it humbles you. Their entire operation is built around creating perfection—they were destroying perfectly good pieces of art because someone spotted a bubble with a flashlight.”
Larminaux nods to that philosophy. “At Lalique, patience is part of the art. Every curve of crystal reflects hours of human touch and mastery,” he says. “Working with Curtis taught me that precision is not only technical, but emotional too. This decanter, and the cognac it holds, embody time, care and legacy.” The collaboration became a shared meditation on what it means to create something that outlives its maker.
The 505 Society and Conscious Capitalism
“Today, luxury must mean more than exclusivity, it must have purpose,” Larminaux says. “Through the G-Unity Foundation, every purchase contributes to the greater good. The 505 Edition brings together art, craftsmanship and generosity, proving that beauty can also be an act of giving.”
For Jackson, this philosophy of conscious capitalism is non-negotiable. “Real success means positioning yourself to help others,” he says. “I want people who share my belief in conscious capitalism. By launching the 505 Society, every person who joins not only gains access to purchase one of the bottles, they also become part of the charitable work I do. The impact goes beyond the luxury. We’re helping communities, creating opportunities, funding education and giving at-risk youth a chance. That’s the future of luxury, in my opinion: building wealth and doing good at the same time.”
A Toast to Time and Transformation
“When you pour Branson 505 Edition, you’re part of a story that’s been aging for over a century,” Jackson says. “It’s a special event that creates a memory. Also, at a cost of over $1,000 per ounce, I’m only serving this to people I like. I want people to feel inspired, like they’re holding something built with purpose and passion. It’s power in liquid form, but it’s also art. It’s meant to be remembered.”
The exclusivity is more than marketing, it’s an invitation to reflect on creativity, craftsmanship and cause. “This isn’t something you rush,” Jackson continues. “There are only 505 of these bottles in the entire world. You serve it during moments that matter. Pour it slow, drink it slower and appreciate the craft. Once you’ve tasted it, you become part of something rare. Every sip reminds you what excellence tastes like. It’s proof that where you start doesn’t define where you can go.”
The 505 Edition isn’t just a collaboration, it’s a conversation between eras. And as 50 Cent might say: legacy isn’t inherited, it’s built, one perfect pour at a time.
What are your thoughts?