Interview with A$AP Rocky: “Fatherhood has clearly influenced my personal style”

Puma x A$AP Rocky: A bold, committed collaboration

Only two days after the end of an intense Spring/Summer 2026 Fashion Week, marked by Demna’s arrival at Gucci, Jack McCollough and Lazaro Hernandez at Loewe, and the almost unanimous acclaim of Matthieu Blazy’s vision for Chanel – a show that A$AP Rocky watched closely – the New York designer unveiled his new collaboration with Puma. The latter has served as creative director of the brand’s F1 lines since 2023.

True to his exacting standards, he doesn’t limit himself to simply lending his name to a capsule collection. Instead, the American rapper is deeply involved in every step of the creative process. Mixing powerful, contrasting textures – snake skin, faux fur, denim – with direct nods to the wardrobes of the artists who used to perform at the legendary Cotton Club in Harlem in the past century, this collection engages in a process of cultural re-appropriation.

Inspired by the “jungle style” of the 1920s and 1930s – a jazz movement pioneered by Duke Ellington and once used as a derogatory term – the collaboration includes enveloping oversized coats, baggy jeans, and a new version of the Puma Mostro, featuring pony-hair details. The result is an audacious, must-have collection.

In an exclusive virtual interview from Los Angeles with Numéro, A$AP Rocky discusses the origins of this new collaboration with Puma, how fashion reflects his identity as an artist, his role as co-chair of the 2025 Met Gala, and what we can expect from his upcoming record Don’t Be Dumb. Interview.

Interview with visionary designer A$AP Rocky

Numéro: This new Puma x A$AP Rocky collection draws its inspiration from Harlem and “jungle music.” Can you tell us where this idea of a meeting point between music and fashion came from?

A$AP Rocky: The idea definitely came from Harlem and from “jungle music.” Back in the day, that term carried a racist, derogatory meaning. I wanted to reclaim it, just like we’ve done with other words that were once used against us, and turn it into something empowering. It was also a way of paying tribute to that era and its artists. The Cotton Club in Harlem was the epicenter of that musical movement during the 1920s and 1930s. This collection is really a tribute to that place and its cultural legacy.

The collection highlights powerful fabrics, from snake to leopard, faux fur and denim… How do you want people to feel when they wear these pieces?

I want them to feel amazing when wearing this collection. To feel stylish, confident, powerful. Basically, I want them to feel exactly the way I did while creating it.

In its early days, jungle music was born out of a spirit of rebellion. Do you see parallels between that energy and your approach to fashion today?

Absolutely. I’ve always been driven by that same spirit of rebellion. I’m thinking out of the box, I’m challenging conventions, I’m doing things that might be considered off-limits, until they become the norm, or even a trend. Jazz conveyed that energy at its origins, and it’s a type of energy I’m trying to channel through fashion.

A new collaboration with Puma

After a first collaboration focusing on Formula 1 in 2024, you’re teaming up with Puma once again, this time in a completely different universe. How did your creative vision evolve from one project to another?

I think that my personal experiences always find their way into my collections. This time, it was really about collective work, pushing each other to go further and explore new directions together. With Puma, we’ve built a true creative synergy. Now, we’ve found a formula that works, a common language.

With the myriad prints and inspirations, this collection seems to go against the standardised aesthetic that dominates fashion today. Was that your way of asserting individuality in the face of the industry’s growing standardisation?

Yes, definitely. We were just talking about how, when someone wears a full runway look without changing a thing, it often shows a lack of personal style. I like to mix things up, without paying attention to the brand, colour, season, or collection. When it comes to style, you have to dare to combine, experiment, and express yourself in your own way.

“I truly believe Matthieu Blazy is the best designer of our generation.” – A$AP Rocky

Among the designers you admire, you have mentioned Raf Simons in your track RAF (2017), as well as designers Jil Sander and Ann Demeulemeester in Fashion Killa (2013). Have your influences evolved since then?

I’m still deeply inspired by those names – Raf Simons, Jil Sander, Ann Demeulemeester… But today, I’d add Matthieu Blazy to that list. I truly believe he is the best designer of our generation. His work is just incredible.

Did you follow his highly-anticipated and acclaimed debut at Chanel?

Of course—and I loved it.

Your schedule for 2025 was packed. You also co-chaired the Met Gala… What was that experience like?

I almost forgot I did that! It was wild, honestly. An incredible experience, full of energy and new encounters. It was a real honour to co-chair the event with Pharrell Williams, Lewis Hamilton, and Colman Domingo. A unique moment, both surreal and memorable.

“There’s always been a strong bond between Parisians and New Yorkers, a cultural and artistic exchange that still inspires me today.” – A$AP Rocky

The latest show from your label AWGE in Paris drew a lot of attention, especially for the way you blurred the lines between performance, art, and fashion. What does a city like Paris reflect your personality as a creative?

Paris has always held a special place for me. It was one of the first places where figures like Peggy Guggenheim helped build a bridge between the Black artists from Harlem – musicians, painters, actors – and the rest of the world. It was there that they finally received the recognition, respect, and love they deserved. Legends like Louis Armstrong found a real resonance in Paris. There’s always been a strong bond between Parisians and New Yorkers, a cultural and artistic exchange that still inspires me today.

You’re often described as a fashion icon. What is your approach when it comes to putting together a wardrobe and daily looks?

Honestly, I’m very spontaneous. I never really plan my outfits ahead, it all depends on my mood. Some days I want to keep it simple. A pair of jeans and sneakers, and I’m out the door. Other days, I feel like wearing a three-piece suit. For me, it’s all about energy.

“I’ve always admired the dark aesthetic of designers like Rick Owens or Raf Simons.” – A$AP Rocky

Do you think that fashion still holds a subversive role. Can it still serve as a form of resistance against established norms?

For me, seeing fashion as a form of resistance has become a bit more complex. Nowadays, anyone can go on TikTok, Instagram, or X, read a few things about a brand, and suddenly think they’re an expert. The industry is saturated because everyone wants to be original, different, alternative, or rebellious.

You often add a storytelling to your collaborations. What story did you want to tell through this new collection with Puma?

The message I wanted to convey with this collection was about transformation. The power to take something that was once seen as negative or derogatory and turn it into something positive. That’s exactly what we did with jungle music and the prints in this collection.

Do you plan on taking your collaboration with Puma to a more experimental level?

For the future of my collaboration with Puma, I want to bring colours back. I’ve always admired the dark aesthetic of designers like Rick Owens or Raf Simons, but I want to move away from that moodboard. If you look at my collections for Ray-Ban or Moncler, they’re very colourful. That’s the direction I want to take with Puma next year. I want to move toward something bold, vibrant, and full of life.

“Working on a Spike Lee film and walking the red carpet at the Cannes Film Festival was amazing.” – A$AP Rocky

Has fatherhood influenced your fashion choices?

Becoming a father has definitely influenced my personal style. When I design for others, I don’t necessarily try to make something that reflects me 100%, because my taste is pretty specific. More often than not, a trend only really takes shape once I’ve shown people how to wear or style a piece. That’s also why runway shows are important – they demonstrate how creations can translate into real life. But my personal style is different and doesn’t always reflect the aesthetic I develop in my collections.

You have recently worked with Spike Lee, and your appearance on the red carpet at the Cannes Film Festival caused quite a stir. How did you experience it as an actor?

I see myself as a man of the arts, a true Renaissance man. Working on a Spike Lee film and walking the red carpet at Cannes was amazing. At the end of the day, it’s all part of the same creative universe. Whether it’s music, fashion, or cinema, it’s all connected.

Can your fans still expect the release of your album Don’t Be Dumb in 2025?

To be honest, I don’t want to talk about release dates anymore. I’d rather let the music speak for itself. One day, you’ll wake up and see what’s coming up. I was a bit foolish giving dates last time… Today, I want to make it clear. You’ll just have to wait and enjoy the record when it’ll come out.

The A$AP Rocky x Puma collection is available on puma.com and in selected stores.