Asap Rocky And Kendall Jenner
I noticed the Rocky has been on the move in a major way with his recent imprint AWGE.
This step is noticeable and asking more of him as a creative within the most potent culture. Expressed directly and for a bigger purpose than pushing himself into the spotlight. Asap Rocky And Kendall Jenner
Rocky collaborates with Ian Connor, Playboi Carti, and Luke Sabbat to name a few.
Definitely, it feels like art for the sake of expression. They’ve found an aesthetic and pressed forward with it in a vein similar to the influences he’s cited regularly. Master P’s No Limit and Houston’s DJ Screw. This is the same but on a higher level, the opportunity to reach more viewers and thus influence taste has never been higher.
This is what happens when someone that understands aesthetic has the money and time to build creatively. It reminds me of all that went into making Kanye’s MBDTF one of his most celebrated and in-depth works. All facets led to the experience of the music being phenomenal. And although Rocky isn’t as respected as a musician, he definitely has all the tools to make impact and influence visually.
Let’s take a dive and understand what’s likely to happen and where the movement could take us next.
The movie, a partnership with Red Bull, was a modern reworking of the cult French film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film was flexing an exercise in cross-discipline expression, its muscle. It’s perhaps notable since the inaugural project of the AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky while, in and of itself, this undertaking was a significant moment for the artist’s aesthetic identity. AWGE and fast forward two years has remained, by-and-large, a mysterious entity to those who’ve followed the A$AP Mob. While notable A$AP affiliate Ian Connor often shouted out the collective, he stayed quiet. Since their first job, the emblem of the collective was seen with nearly all the Mob’s creative endeavors. The site’s”About” section clearly lists the members of their AWGE team. In addition to Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It.
What about the name what the hell does AWGE mean, anyhow? “No one needs to know what the letters stand for. We all know what it is, and that is how we want to keep it.” Rocky’s feed could be scrolled through as a continuous experience, transcending Instagram’s squared format at the time, when viewed on any smartphone. With these two high profile movies gaining wide-scale attention and countless views, AWGE remained very much behind the scenes. In addition to the night’s performances, fans who were early enough were able to purchase a collaboration T-shirt by Abloh’s brand Off-White and AWGE. Refusing to be confined by the constraints of art direction that is one-dimensional, it is perhaps in this multi-disciplinary, box-less manner which we will see AWGE venture . The scope of AWGE has not been limited to music. In 2016 rumors of a potential cooperation with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy jacket. Likewise the AWGE team holistically conceptualized the stand-out collaboration with GUESS of Rocky. Buoyed by the success of their first collaborative collection, which sold out worldwide, and to coincide with the collaboration’s second iteration, AWGE presented the’A$AP Rocky x GUE$$ Clubhouse’. The launch of the clubhouse installation and a shop welcomed in attendance a who’s who of the Los Angeles scene that was creative. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was the world was introduced to 2 of AWGE’s core members: Tan Camera and Robert Gallardo. Gallardo and Camera (actual name Kimi Selfridge), were credited as the masterminds behind the project, with Gallardo taking the lead on creative management and Selfridge as responsible for much of the installation’s photography and design work.
Be events, music videos, or it clothing, one thing is for sure: AWGE has surprises in store. The crew’s profile has been raised in August, but when A$AP Rocky declared the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured several album releases, culminating in the release of the Cozy Tapes Vol. 2 and the launch of a new AWGE site and merch line. Seen frequently on A$AP Mob members in the run up to the site launch, the merch collection featured AWGE trucker hats in blue, green or red, in addition to a selection. In describing her participation to Sophisticated , Selfridge says:”I made each collage by hand with many materials, including photographs shot on 35mm film and Polaroid film.” Although the day of the relaunch watched Rocky’s Instagram lose over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics inspired many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is immediately recognizable for its mixed media collage style references, and references that are off-the-cuff to brands like Palace and Goyard. Throughout the A$ AP Mob media platforms, the DIY aesthetic of Camera has become a staple since the relaunch. In this sense, it is a testament to the collective’s desire for secrecy that whilst always putting out high profile content, AWGE has managed to shroud itself. We reached out to a few members of the team, but got the same reply:”The first rule about AWGE is you don’t talk about AWGE.” In the middle of AWGEST, the AWGE enterprise unleashed what is perhaps the most complete realization of their vision to date, their Midnight Rave in Los Angeles. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and international designer, along with members of the A$ AP Mob themselves. Set in an abandoned L.A. warehouse, the space was carefully curated using Midnight Rave branding in addition to a moving L.E.D bar over the DJ booth.