The past week has been extremely tumultuous for ASAP Rocky. Just a short time after clearing his name on two firearm assault charges that carried the possibility of a 24-year sentence, the Harlem-based rapper has been appointed as Ray-Ban’s inaugural creative director.
The duo unveiled their upcoming release on Friday, February 21, and stated that their inaugural collection, named “Blacked Out,” will be available in April. While numerous specifics remain undisclosed, enthusiasts of the “Fashion Killa” musician can anticipate certain of Ray-Ban’s iconic designs being revamped with ultra-black lenses and gold-plated embellishments. The eyewear brand has also hinted at renovations of its physical stores and featured Rocky in several upcoming marketing campaigns.
Ray-Ban has consistently managed to maintain its authenticity while undergoing continuous change. Rocky expressed enthusiasm about being involved in the rich heritage and contributing to the next phase of a renowned brand such as Ray-Ban, according to Billboard. As the mastermind behind LIVE.LOVE.A$AP, the creator has consistently been one of the most stylish figures in Hip Hop, ensuring a high level of visual interest to anticipate.
“Today, we are pleased to be welcoming A$AP Rocky as a valued member of our family, as he is a highly acclaimed artist and creative force,” Ray-Ban President Leonardo Maria Del Vecchio observed. His capacity to challenge conventional norms in the various worlds he examines is consistent with the essence of Ray-Ban. We are reaffirming the brand’s core values of innovation, pioneering values, and bravery. The time for the future has finally arrived.
Given Rocky’s prior experience with fashion collaborations, such as GUESS and most notably, PUMA x Formula 1, the partnership could be precisely the boost Ray-Ban requires. He’s also set to co-chair the Met Gala in May, so if we’re fortunate enough, he might perform something remarkable there.
Beyond the music scene, Don’t Be Dumb stands out as one of the most thrilling Hip Hop initiatives scheduled for the beginning of 2025. Rocky had previously released promotional material for his LP, which has been delayed at least twice, including singles such as “HIGHJACK” featuring Jessica Pratt, and the song “Ruby Rosary.” Rolling Loud co-founder Tariq Cherif dropped a hint that it might be released before ASAP Mob’s frontman performs at the festival’s Los Angeles event, so we’ll just have to wait and see.
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