With Peuterey Plurals, Tony Effe brings his style to the world of outerwear. Con la nuova capsule collection in collaborazione, che verrà presentata durante la prossima Milano Fashion Week

2025 is shaping up to be a key year for Tony Effe. After being the artist with the best-selling album in 2024, with 38 platinum records, 12 gold records, and 4 billion streams consolidating his role as a trap icon, the Roman rapper is back in the spotlight not only for his music, but also for signing a capsule collection with Peuterey Plurals that will be presented during the upcoming Milan Fashion Week. The collaboration naturally brings the two worlds together, on one side Peuterey, which in recent years, with the Plurals line, has experimented with more radical and fluid approaches to outerwear, and on the other Tony Effe, who has always treated fashion as a direct extension of his public image as a trapper. The Italian trap scene has had an almost symbiotic relationship with streetwear over the past decade, but Tony has managed to bend its codes into a personal aesthetic made of jewelry, tattoos, oversized volumes, and bold down jackets, bringing them into a space where luxury and street merge seamlessly.

The capsule grows from this shared ground, offering a wardrobe designed for those who live fashion, where oversized hoodies, graphic t-shirts, and sweatpants alternate with sleeveless down jackets, camouflage jackets, and statement accessories like balaclavas. All in a palette ranging from pure white to black, with lime and camouflage shades in between. Pieces that work both in and out of music, from the stage to street style, as the campaign demonstrates. The images presenting the collaboration show Tony in his studio, in a minimal and industrial setting, surrounded by colorful neon and sets reminiscent of a rehearsal room. With a “Behind the Scenes” setting, the artist’s direct involvement is clear in every step. The rapper does not simply pose as the face of the collection; he interprets the garments, bending them to his way of moving and standing in front of the camera. It’s the same attitude he brings to the stage, translated into fashion.

In recent months, Tony Effe has cemented his status as a reference point for an entire generation, moving fluidly between different worlds, from music to social media to fashion collaborations. The result is a collection that does not follow trends but anticipates them, able to speak to those who see clothing as a form of identity. It’s no coincidence that the official debut will take place during Milan Fashion Week, at a time when the city is at the center of the international fashion conversation. Peuterey and Tony Effe together present not just a capsule but a manifesto of cultural freedom.