The 'I Love It' meme originated from the 2018 music video by Kanye West and Lil Pump, famously directed by Spike Jonze. The video features both rappers wearing absurdly oversized, rectangular costumes that give them a boxy, Roblox-like appearance while they shuffle down a hallway. Immediately after its release during the 2018 Pornhub Awards, the internet exploded with parodies and screenshots due to the bizarre visual aesthetic. The meme is typically used to represent two entities that are 'wide,' awkward, or over-the-top, often comparing the ridiculousness of the suits to various life situations, corporate pairings, or simply poking fun at the avant-garde fashion choice.