Moncler Genius' new collaboration with A$AP Rocky The founder of AWGE revolutionizes the puffer jacket
Moncler opens a new chapter in its innovative Genius program, welcoming A$AP Rocky as its undisputed star. The New York artist, versatile in music, fashion, and production, as well as the founder of the AWGE label, debuts with a capsule that blends his rebellious spirit with the French brand’s mountain heritage. Born as an explosion of unconventional ideas, this project transforms classic puffers into urban style manifestos, where functional rigor meets a bold, uncompromising aesthetic. Rocky, a master of eclecticism, draws from an imaginary that spans vintage memories and futuristic visions, creating pieces designed for those who navigate the metropolis with a touch of irreverence. The collection celebrates freedom of movement: versatile garments that transition from cold asphalt to the hottest nights, always with a vibe that screams individuality.
At the heart of the collection, monochromatic designs burst into a vibrant palette of fiery reds, deep indigos, and emerald greens, paying homage to the playful spirit of vintage ski wear. These bold hues interplay with black and white silhouettes, creating a dynamic contrast that captivates the eye and infuses energy. Functionality reigns supreme with sturdy zippers, practical pockets, and ergonomic cuts. But it’s the chromatic shock that makes each piece a statement. Picture a parka that not only keeps you warm but lights up the night like a beacon. Rocky’s signature details seal the deal: bold graphic prints, with the provocative phrase "Don't Be Dumb"—a nod to his upcoming album—adorning trouser pockets. Intertwined AWGE and Moncler logos embellish high-waisted designs, completed by asymmetrical layers that evoke his iconic wardrobe, blending streetwear with high fashion. The visual presentation elevates everything to a sensory level.
The campaign, captured by Charlotte Rutherford’s lens, plays on a deep black backdrop to highlight the glossy textures and saturated colors, transforming each shot into a hyper-modern portrait. Complementing it is a video co-directed with Dan Streit, evoking Rocky’s legendary helicopter entrance during his concerts. It’s not just a promo: it serves as a teaser for a freshly produced single set to debut by year’s end, blending fashion and beats in a hypnotic loop.
