For most of us, getting caught being sick after a night out would be embarrassing. For ASAP Rocky, however, it’s a collaboration opportunity.
Bottega Veneta’s Pre-Spring 2024 campaign is entirely comprised of paparazzi pictures of the Brooklyn-bred rapper. Doing away with traditional campaign imagery, the Italian brand acquired candids from Getty Images and Backgrid, of the rapper doing mundane activities in head-to-toe Bottega.
From smoking with a bag of groceries in hand, to going for a jog in a full grey sweat suit, the brand leveraged the ever-photographed rapper’s existing imagery to showcase their newest playful pre-spring collection.
ASAP Rocky took to his Instagram to express his thoughts on the new collaboration, calling it a “creative trifecta” in his signature all-caps way.
“There’s always been a funny relationship between photographers and celebrities,” he starts. “Even down to the rights and the usage of photos, and the tabloid hustle, there’s always seemed to be a disconnection between famous people and the photographers who follow and film them. While certain celebrities call paparazzi on themselves, other celebrities might get confrontational with photographers.” He explains how this campaign aims to “bridge the gap” between the two disciplines, highlighting authenticity and creative expression above all.
And in Rocky’s case, when it comes to the paps, you just need to make sure you get his good side.
Bottega Venetta and ASAP Rocky
Bottega Venetta’s new Pre-Spring 2024 collection is centred around “real clothes”. Under the creative direction of Matthieu Blazy, the brand has garnered a reputation for catapulting “fashion moments” to the forefront. And this campaign is not different. Already creating viral moments and internet-loved memes, this collaboration brings a sense of daring authenticity to luxury fashion.
Bottega Venetta has cemented themselves on “banal luxury” through their recent seasons. Not the idea that opulence has to be loud and consist of logo-mania, but easy and effortlessly chic. So, who better than hip-hop and style maverick than ASAP Rocky to explore a new concept in this campaign.
Known for his adamantly unapologetic and charming nature, Rocky has long positioned himself as a leader in menswear zeitgeist. And being the long time partner to the fashion icon herself, Rihanna, probably helps.
