Moncler has teamed up with A$AP Rocky for the launch of the Genius collection, blending the rapper and AWGE founder’s experimental, rebellious energy with the brand’s heritage.
Drawing inspiration from vintage ski wear, the line features bold colour-blocking in lava red, electric indigo and emerald, contrasted with black-and-white pieces, while graphics—including the title of Rocky’s new album, Don’t Be Dumb—and AWGE/Moncler logos appear across statement outerwear and multi-layered waistband pants.
Photographed by Charlotte Rutherford, the campaign situates the collection against stark black backdrops, emphasizing saturated tones and high-shine finishes. A companion film co-directed by Dan Streit expands Rocky’s visual universe, incorporating his signature festival aesthetics and teasing new music. Debuted at Moncler’s The City of Genius event in Shanghai, the immersive showcase paired wraparound projections and a curated sound pit, capturing Rocky’s vision of “retro ski meets future sound.”
Check out imagery in the gallery above and head to the Moncler website to purchase now.
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