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Fashion icon A$AP Rocky is launching a new brand and a jewellery collection
Over the past fifteen years, A$AP Rocky has established himself as one of the leading figures in men’s fashion. In each of his public appearances, the member of the New York hip-hop collective A$AP Mob displays an unmatched elegance and presents himself with an impeccable style between streetwear and luxury brands. The recipient of the “Fashion Icon” award at the 2025 CFDA Fashion Awards was named Chanel ambassador and launched a new label named Pavē Niteō, which features a jewellery line in collaboration with Codognato. Numéro takes a look back at the artist’s most iconic looks…
Published on 23 October 2025. Updated on 1 April 2026.
A$AP Rocky, a must-have fashion icon of US rap
Since the release of his first album Long. Live. A$AP in 2013, Rakim Mayers, aka A$AP Rocky, established himself as one of the most influential and respected rappers of his generation. But, beyond his musical talents, it is also in the world of fashion that the native of Harlem in New York has made a name for himself.
Like his peers from the New York collective A$AP Mob, he has been able to assert a sharp taste for clothing from the beginning, navigating between luxury and streetwear with disconcerting ease. In some of his lyrics, the rapper shows his great admiration for fashion designers, such as the Belgian Raf Simons, whom he praised in the track RAF (2017) or the designers Jil Sanders and Ann Demeulemeester evoked in Fashion Killa (2013).
Among his other great sources of admiration, the jack-of-all-trades artist also cites the famous American designer Rick Owens, and shows a great curiosity for the world of fashion… In the space of a decade, A$AP Rocky has undeniably established himself as a true reference in terms of style.
Pavē Niteō, a new label launched with a jewellery collection
Alongside his multiple ambitious projects, A$AP Rocky is also taking his first steps into the world of jewellery. On January 27th, 2026, as he attended Matthieu Blazy’s debut Chanel haute couture show, the rapper with impeccable style was sporting a series of spectacular rings. Some bold, oversized pieces created in collaboration with the Italian jeweller Codognato… And drawn from his own new brand, Pavē Niteō. Launched behind the scenes, the label is already emerging as one of the most exciting new extensions of A$AP Rocky‘s fashion universe…
The story begins a few years earlier, when A$AP Rocky acquired two Codognato rings shaped like skulls with blindfolded eyes. From this fascination came a first collaboration built around characters imagined by the artist ahead of his album release. The result is seven skull-shaped rings, each embodying one of A$AP Rocky’s alter ego. Alongside them is a monumental piece in the shape of a bone ring, bringing the six heads together into a single object.
The launch of Pavē Niteō is part of a broader movement that has been gaining momentum for several seasons. That of men’s jewellery, which has recently become a playground for creative expression. In January 2024, Louis Vuitton unveiled Les Gastons, its very first high jewellery collection designed exclusively for men. Let’s see how far A$AP Rocky will take this new venture. One thing we know is that Pavē Niteō won’t go unnoticed…
A style blending luxury with streetwear
However, it is hard to put A$AP Rocky in a box, since his influences are numerous. From his early music videos to his most recent red carpet appearances, he has always brilliantly handled the art of layering, while combining striking accessories with bold looks.
His love for luxury brands is obvious when we look at his favorite pieces by Raf Simons, Givenchy and Balenciaga. All that is mixed with an obsession with vintage, cutting-edge looks. Wearing a Prada tracksuit or an oversized suit for the Bottega Veneta pre-spring 2024 campaign, in turn, subverting the codes of the paparazzi’s photos, A$AP Rocky masters the art of clothing, which places him as a main figure of menswear fashion today.
However, it would be impossible to highlight the rapper’s incredible looks without mentioning his relationship with Rihanna. Together, they have shared some standout fashion moments on the red carpet, especially at the MET Gala in 2021 and 2023…
A$AP Rocky, star of the Met Gala and CFDA Awards in 2025
A$AP Rocky continues to reaffirm his status as one of the most distinctive and influential artists of his generation, effortlessly moving between the high-pressure worlds of music, fashion, and cinema. In 2025, he co-chaired the Met Gala alongside Pharrell Williams, Lewis Hamilton, and Coleman Domingo, and propelled his brand AWGE to the forefront of Paris Fashion Week with a collection acclaimed for its bold creativity and striking presentation. He also appeared in Spike Lee’s film Highest 2 Lowest, which premiered at the Cannes Film Festival, and, together with Rihanna, the power couple drew intense media attention with the singer’s third pregnacy.
At the same time, A$AP Rocky was appointed creative director of Ray-Ban, unveiling his first designs for the brand. In addition to that, he launched a bold new collaboration with Moncler featuring graphic puffer jackets, as well as a new collection with Puma. Once again, the artist showcased his ability to reinvent streetwear through a audacious, creative lens. And as if that weren’t enough, he received the “Fashion Icon” award at the 2025 CFDA Fashion Awards on November 3rd, 2025.
When the fashion world joins forces with rappers
Today, A$AP Rocky is no longer influencing fashion only. He has become a key player in the industry. In June 2024, he unveiled the first runway show for his brand American Sabotage during the Men’s Fashion Week in Paris. In the same vein, Pharrell Williams also marked a turning point in 2023, when he was appointed creative director of Louis Vuitton‘s men’s collections, extending the legacy of Virgil Abloh. As for Travis Scott, has multiplied his forays into fashion, notably through his collaboration with Kim Jones at Dior.
The Cactus Jack Dior collection, presented for Spring/Summer 2022, was a first in the history of the house. Because never before has a musical artist co-signed a complete line with the brand. Between couture heritage and streetwear influences, this collection redefined the boundaries between luxury and urban culture, perfectly illustrating how these artists are shaping the fashion industry today.
A$AP Rocky named Chanel ambassador
As for A$AP Rocky, the artist is not a newbie in the fashion industry. His collaboration with Puma on the Mostro sneaker model in September 2024 was distinguished by an avant-garde approach, merging the heritage of retro sportswear with a decidedly contemporary aesthetic.
On November 29th, 2025, just days before the Chanel Métiers d’art show taking place on December 2nd in New York, the star was named the new ambassador of the iconic house located Rue Cambon. “Rocky is an incredible artist who pours his heart and soul into every project he takes on, in addition to being an exceptional human being,” Matthieu Blazy declared in a press release. The latter is about to present his second collection for Chanel.
Don’t Be Dumb, one of the most striking albums of 2026
Alongside his meteoric rise in the fashion world, his musical comeback was highly anticipated too. His fourth album, Don’t Be Dumb, finally came out on January 16th, 2026, after being postponed several times. While several media had hinted at a possible Rihanna feature, it was ultimately with rapper Doechii that the artist unveiled a brilliant collaboration on the track Robbery. The rapper also shared on social media that a film project in collaboration with Tim Burton, who designed the album cover, is currently in the works…
A$AP Rocky’s best looks
