MONCLER X A$AP ROCKY COME TOGETHER FOR DEBUT COLLABORATION
words by PHOEBE GIBSON-DOUGALL
Take note, Moncler x A$AP Rocky has arrived, and the multi-hyphenate artist, creative director, and founder of AWGE isn’t mincing words: Don’t Be Dumb. Be Genius. It’s a bold statement, and one that is only fitting for a debut collection that mixes Rocky’s trailblazing aesthetic with Moncler’s iconic DNA. The result? A collection that is exhilaratingly fresh, but quintessentially A$AP Rocky.
image courtesy of MONCLER
Inspired by vintage ski garments, the collaboration embodies playful practicality, incorporating a bold color-block palette into utilitarian design. Graphics take center stage, with ‘Don’t Be Dumb’, the title of Rocky’s new album, emblazoned on back patches, and AWGE and Moncler logos making their mark.
A collaboration of this caliber calls for striking visuals, and photographer Charlotte Rutherford’s work speaks for itself. The campaign, an evolution of Moncler’s The City of Genius event in Shanghai, is set against void-black backgrounds, allowing the pieces to punch through with saturated tones and high-sheen finishes. Striking a different note, the companion film, co-directed by Dan Streit, simultaneously reflects and expands A$AP Rocky’s visual universe. The film echoes the helicopter aesthetic seen across his festival sets, adding a musical teaser for a new song, slated for release later this year.
From the clothes to the campaign, two icons take their own advice, with A$AP Rocky wearing his genius on his Moncler sleeve.
images courtesy of MONCLER
