i.am+ is a headphone brand founded by will.i.am, a member of the Black Eyed Peas, and has since been renamed Buttons. During the transitional period from wireless headphones to true wireless earbuds, the brand moved beyond purely auditory functionality and placed greater emphasis on the headphones as visual and fashion-oriented accessories. Overall, the visual language—both in terms of materials and form—was expressed in a fashion product–driven style. In addition, the promotion of certain special editions incorporated interpretations of Chinese cultural elements.