MONCLER x A$AP ROCKY

Don’t Be Dumb. Be Genius: 

A$AP Rocky’s bold and energetic Moncler Genius collection turns up the volume on the brand’s signature codes

@moncler #MONCLERGENIUS #MONCLERA$APROCKY

Milan | Moncler x A$AP Rocky sees the multi-hyphenate artist, creative director, and founder of AWGE fuse the rebellious attitude and experimental energy of his music into a high-octane Genius collection debut. Rocky mixes his trailblazing aesthetic with Moncler’s DNA to create something exhilaratingly fresh. A global icon with impact and relevance in myriad creative industries, he draws equal inspiration from the past and the future to shape a collection of garments that assemble like an urban protective uniform.

Inspired by vintage ski garments, a bold color-block palette of lava red, electric indigo, and bright emerald pops against black and white pieces. Playful practicality is the name of the game, as utility becomes a design feature. Graphics make a bold statement, with ‘Don’t Be Dumb’, the title of Rocky’s new album, emblazoned on back patches, and AWGE and Moncler logos making their stamp on hero, multi-layered waistband pants.

An evolution of Moncler’s The City of Genius event in Shanghai, the campaign, photographed by Charlotte Rutherford, shifts into a blackout space that sharpens contrast and focus. Set against void-black backgrounds, the pieces punch through with saturated tones and high-sheen finishes. The companion film, co-directed by Dan Streit, expands A$AP Rocky’s visual universe, echoing the helicopter aesthetic seen across his latest festival sets while adding a musical teaser for a song to come later this year.

At The City of Genius, Rocky showcased the collection in his curated space, taking a theme of ‘Where retro ski meets future sound’ as his inspiration. Collection projections on wraparound screens encircled a custom sound pit, inviting guests to enjoy a curated playlist for a fully immersive sensory experience.

moncler.com.