Asap Rocky Girls
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 Girls
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. 1, A$AP Rocky premiered the AWGE-directed short film “Money Man.” The film, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by regular A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The film was flexing a workout in expression, its creative muscle. While, in and of itself, this undertaking was a significant time for the artist’s aesthetic identity, it is perhaps noteworthy as the inaugural project of the AWGE collective, the secret cabal of artists, stylists, and founders of A$ AP Rocky. Fast forward two decades and AWGE has remained, by-and-large, a mysterious entity to those who have followed the A$AP Mob. While the collective was often shouted out by AP affiliate Ian Connor, he remained quiet. Since their first job, the logo of the collective has been spotted with almost all the Mob’s creative endeavors. The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil that had surrounded AWGE up till this point. The site’s”About” section clearly lists the members of their AWGE team. It.
What about the title itself — what the hell does AWGE mean, anyway? “No one should know what the letters stand for. We know what it is, and that’s how we want to keep it.” Rocky’s feed could be scrolled through transcending Instagram’s conventionally squared arrangement at the time when seen on any smartphone. With these two high-profile videos gaining wide-scale attention and countless views, AWGE remained very much behind the scenes. Besides the performances of the night, fans who were were able to buy a limited collaboration T-shirt Midnight Studios, by Abloh’s brand Off-White, and AWGE. Refusing to be restricted by the limitations of art management that is one-dimensional, it is perhaps which we’ll see venture farther in the future. AWGE’s scope hasn’t been limited to audio, however. In 2016 rumors of a potential collaboration with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy jacket. Similarly, the AWGE team conceptualized the stand-out collaboration with GUESS of Rocky. Buoyed by the success of their first collaborative collection, which sold out worldwide, and to coincide with the collaboration’s second iteration, AWGE presented the’A$AP Rocky x GUE$$ Clubhouse’. The initiation of the clubhouse a shop and installation welcomed in attendance a who’s who of the Los Angeles scene. Rocky would come to describe the relaunch of his Instagram as a’installation’, and it was through this lens that the world was introduced into two of AWGE’s core members: Robert Gallardo and Tan Camera. Gallardo and Camera (real name Kimi Selfridge), were imputed 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 it clothing, music videos, or events that are expansive, one thing is for sure: AWGE has more surprises in store. The crew’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 several album releases, culminating in the launch of this Cozy Tapes Vol. Two and the launch of a new AWGE website and merch line. Seen often on A$AP Mob members in the run up to the site launch, the merch collection featured trucker hats in blue, red or green, in addition to a selection of branded t-shirts, which sold out immediately. In describing her involvement to Complex, Selfridge says:”I made each collage by hand with many materials, including photographs shot on 35mm film and Polaroid film.” Although the day of the relaunch saw Rocky’s Instagram shed over 100,000 followers, this exceptional reimagining of his social media presence through daring, new visual aesthetics inspired many of the artist’s young followers to rethink their own Instagram profiles and ushered in a new era of iPhone curators. The photographer’s work is instantly recognizable for its mixed media collage style references, and off-the-cuff references to brands like Goyard and Palace. Since the relaunch, the DIY aesthetic of Camera has become a staple throughout the A$ AP Mob networking platforms. In this sense, it is a testament to the desire for secrecy of the collective that 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 do not talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is the realization of the creative vision to date, their Midnight Rave in Los Angeles. Titled after Shane Gonzales’ punk-inspired label Midnight Studios, the Midnight Rave featured performances from global designer and DJ Virgil Abloh, along with members of the A$AP Mob. Set in an abandoned L.A. warehouse, the space was carefully curated with Midnight Rave branding as well as a moving L.E.D bar over the DJ booth.