A$AP Rocky is rewriting the fashion playbook with his latest venture as the face of Bottega Veneta’s Pre-Spring 2024 campaign. The trendsetting rapper, known for his genre-defying style, is reclaiming the narrative by featuring candid paparazzi shots from his real-time outings. The campaign, aptly titled “READYMADE,” showcases Rocky in the coolest Bottega Veneta menswear looks as he effortlessly runs errands, shops in West Hollywood, and hits the town with girlfriend Rihanna.
The daring project is a collaboration between A$AP Rocky and Bottega Veneta’s creative director, Matthieu Blazy, along with the talented tabloid-style photographers who captured the raw and unfiltered moments. Rocky, a father of two, effortlessly transitions every day into a fashion show, donning a dapper suit for errands, sporting an orange trench coat while shopping, and jogging in a luxurious Bottega Veneta leather tracksuit.
Addressing the unique concept on Instagram, Rocky highlighted the historically complex relationship between celebrities and paparazzi, emphasizing the disconnection between famous individuals and the photographers documenting their lives. He expressed his willingness to embrace candid shots, stating, “I personally don’t mind being snapped by paps, as long as they post the good angles, of course.”
This high-fashion collaboration comes against the backdrop of legal troubles for the “Praise the Lord” rapper. Facing accusations of firing a semi-automatic handgun at his former friend and plaintiff A$AP Relli, Rocky, born Rakim Mayers, is set to go to trial in January 2023. The campaign’s juxtaposition against his legal challenges adds a layer of complexity to Rocky’s narrative, showcasing his ability to navigate both the glamorous and tumultuous aspects of fame.