Asap Rocky Dior Poster
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 Dior Poster
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.
In the middle of AWGEST, the AWGE enterprise unleashed what is the most complete realization of the vision their Midnight Rave in Los Angeles, to date. Titled after Shane Gonzales’ punk-inspired tag Midnight Studios, the Midnight Rave featured performances from members of the A$ AP Mob themselves and DJ Virgil Abloh, along with global designer. Set in an abandoned L.A. warehouse, the area was carefully curated using Midnight Rave branding as well as a moving L.E.D bar over the DJ booth. Perhaps most notably, AWGE branding has featured prominently on two of the Mob’s most recent music videos; those for Playboi Carti’s breakout hit “Magnolia” and the posse cut homage to Raf Simons, “RAF.” With these two high profile movies gaining wide-scale attention and millions of views, AWGE remained very much behind the scenes. 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.” Be it clothes, music videos, or events, one thing is for sure: AWGE has surprises in store. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was through this lens the world was introduced into two of the core members of AWGE: Robert Gallardo and Tan Camera. It’s most noteworthy since the project of this AWGE collective, the secret cabal of musicians, stylists, and creators of A$ AP Rocky while, in and of itself, this undertaking was an important moment for the artist identity. AWGE and fast forward two decades has stayed, by-and-large. While the collective was often shouted out by noteworthy A$ AP affiliate Ian Connor, he stayed quiet. Since their first project, the logo of the collective has been spotted in connection with nearly all the Mob’s creative endeavors.
Rocky’s feed could be scrolled through as a constant experience, transcending Instagram’s squared format at the time when viewed on any smartphone. In this sense, it’s a testament to the collective’s desire for secrecy that even whilst always putting out high profile articles, AWGE has managed to shroud itself in mystery. We reached out to a few members of the crew, but got the same reply:”The first rule about AWGE is that you don’t talk about AWGE.” Besides the performances of the night, fans who were early enough were able to buy a limited collaboration T-shirt by the brand Off-White, Midnight Studios of Abloh, and AWGE. Refusing to be restricted by the constraints of art direction that is one-dimensional, it’s perhaps that we’ll see AWGE venture further in the future. What about the name itself — what the hell does AWGE mean? “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 all know what it is, and that’s how we want to keep it.” The team’s profile was 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 several record releases, culminating in the release of this Cozy Tapes Vol. 2 and the launch of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the site launch, the merch collection featured a choice, in addition to AWGE trucker hats in red, green or blue.
The website’s”About” section clearly lists the integral members of the AWGE team. Besides Robert Gallardo and Ian Connor, contributors are listed next to their creative roles: Matt Henson — Fashion, Shane Gonzales — Design, Kamil Abbas — Creative, Hidjifilms — Video, Ben Baller — Jewellery, Hec Lunas Frans — Producers. It. The photographer’s work is immediately recognizable for its media collage style references, and references that are off-the-cuff to iconic brands like Goyard and Palace. Since the relaunch, Camera’s DIY aesthetic has become a staple throughout the A$AP Mob media platforms. The scope of AWGE hasn’t been restricted to audio, however. In 2016 rumors of a possible 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. Similarly, the stand-out collaboration with GUESS of Rocky was holistically conceptualized by the AWGE team. Buoyed by the success of their first collaborative collection, which sold out worldwide, and to coincide with the collaboration’s second iteration, AWGE introduced the’A$AP Rocky x GUE$$ Clubhouse’. The initiation of the clubhouse installation and a pop-up store welcomed in presence a who’s who of the Los Angeles creative scene. Though the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this unique reimagining of his social media presence through daring, new visual aesthetics inspired many of the artist’s youthful followers to rethink their own Instagram profiles and ushered in a new age of iPhone curators. 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, and featuring London grime artist Skepta. The brief film AWGE flexed its muscle, a workout in expression.