Asap Rocky Best Fits
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 Best Fits
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.
Moreover, in October of the same year, in the run up to the launch of Cozy Tapes Vol. The film, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, and featuring London grime artist Skepta. The brief film AWGE flexed its muscle, an exercise in expression. While, in and of itself, this undertaking was an important time for the artist’s aesthetic identity, it’s perhaps most notable as the inaugural project of the AWGE collective, the secret cabal of artists, stylists, and creators of A$ AP Rocky. AWGE and fast forward two years has stayed, by-and-large, a mysterious entity to all those who’ve followed the A$AP Mob. He stayed quiet on its objective while notable A$ AP affiliate Ian Connor shouted out the collective. Since their first job, the collective’s emblem was seen in connection with nearly all the Mob’s creative endeavors. The site’s”About” section clearly lists the members of the AWGE team. Besides 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’s a who’s who of A$AP Mob affiliates.
What about the name itself — what the hell does AWGE mean, anyhow? “The first rule of AWGE is do not ask questions about AWGE,” Rocky replied when asked by The New York Times. “No one should know what the letters stand for. We know what it is, and that is how we want to keep it.” Rocky’s feed could be scrolled through as a visual experience, transcending Instagram’s conventionally squared arrangement at the time when viewed on any smartphone. With these two high profile videos gaining wide-scale attention and countless views, AWGE remained very much behind the scenes. In addition to the performances of the night, fans who were were able to buy a collaboration T-shirt by the brand Off-White, Midnight Studios of Abloh, and AWGE. Refusing to be confined by the constraints of one-dimensional art direction, it is perhaps in this multi-disciplinary manner which we’ll see AWGE venture . AWGE’s scope hasn’t been restricted to music. In 2016 rumors of a possible cooperation with fashion critic favorite J.W. Anderson were verified, with Rocky frequently seen sporting the collection’s standout piece, a faux fur teddy coat. Likewise the AWGE team conceptualized Rocky’s stand-out collaboration with GUESS. Buoyed by the success of their first collaborative collection, which sold out worldwide, and to coincide with the collaboration’s second iteration, AWGE presented the’A$AP Rocky x GUE$$ Clubhouse’. The initiation of the clubhouse, itself a pop-up shop and installation welcomed in presence 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 through this lens that the world was introduced to two of AWGE’s core members: Robert Gallardo and Tan Camera. Gallardo and Camera (actual name Kimi Selfridge), were credited as the masterminds behind the project, together with Gallardo taking the lead on creative direction and Selfridge as responsible for much of the installation’s photography and design work.
Be music videos it clothing, or events, one thing is for sure: AWGE has more surprises in store. The team’s profile has been raised in August, but when A$AP Rocky announced the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple album releases, culminating in the release of the Cozy Tapes Vol. 2 and the launch of a new AWGE website and merch line. Seen often on A$AP Mob members in the run up to the website launch, the merch collection featured a choice of AWGE branded t-shirts, which sold out almost immediately, in addition to trucker hats in red, green or blue. In describing her participation to Sophisticated , Selfridge says:”I made each collage by hand with various materials, including photographs shot on 35mm film and Polaroid film.” Although the day of the relaunch watched Rocky’s Instagram lose over 100,000 followers, this unique reimagining of his social media presence through bold, new visual aesthetics motivated many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is immediately recognizable for its mixed media collage style references, and references that are off-the-cuff to iconic brands like Goyard and Palace. During the A$ AP Mob networking platforms, the DIY aesthetic of Camera has become a staple since the relaunch. In this sense, it is a testament to the desire for secrecy of the collective that whilst always putting out articles, AWGE has managed to continuously shroud itself in mystery. We reached out to a few members of the team, but got the same reply:”The first rule about AWGE is that you do not talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is possibly the realization of their creative vision to date. Titled after Shane Gonzales’ tag Midnight Studios, the Midnight Rave featured performances from DJ Virgil Abloh and global designer, as well as members of the A$ AP Mob. Set in an abandoned L.A. warehouse, the space was carefully curated using Midnight Rave branding as well as a moving L.E.D bar above the DJ booth.