Asap Rocky Testing Clothes
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 Testing Clothes
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 release of Cozy Tapes Vol. The movie, a partnership with Red Bull, was a contemporary reworking of the cult French film La Haine, shot by frequent A$AP Mob collaborator, Dexter Navy, also featuring London grime artist Skepta. The brief film AWGE flexed its muscle, a workout in expression. It is perhaps most noteworthy as the inaugural project of this AWGE collective, the secret cabal of musicians, stylists, and creators of A$ AP Rocky while, in and of itself, this undertaking was an important moment for the artist identity. Fast forward two decades and AWGE 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 remained quiet on its purpose. Since their first project, the logo of the collective has been seen in connection with nearly all the Mob endeavors. The new awgeshit.com website gave fans their first look into the collective’s inner workings, removing the proverbial veil which had surrounded AWGE up till this point. The website’s”About” section clearly lists the members of the AWGE team. In addition to Robert Gallardo and Ian Connor, contributors are listed alongside 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 title itself — what the hell does AWGE mean, anyway? “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.” In May 2015, A$AP Rocky relaunched his Instagram with a collection of seamless, curated collages. When seen on any smartphone, Rocky’s feed could be scrolled through surpassing the richly squared format of Instagram. Perhaps most notably, AWGE branding has featured prominently on two of the Mob’s most recent music videos; those for Playboi Carti’s breakout hit “Magnolia” and the posse cut homage to Raf Simons, “RAF.” With these two high profile videos gaining wide-scale attention and countless perspectives, AWGE remained very much behind the scenes. In addition to the performances of the night, fans who were were able AWGE, and to buy a limited collaboration T-shirt by Abloh’s brand Off-White, Midnight Studios. Refusing to be restricted by the limitations of art direction that is one-dimensional, it is in this box-less manner which we’ll see venture further . The scope of AWGE hasn’t been limited to audio. In 2016 rumors of a possible collaboration with fashion critic favorite J.W. Anderson were confirmed, with Rocky often seen sporting the collection’s standout piece, a faux fur teddy coat. Likewise the stand-out collaboration with GUESS of Rocky was holistically conceptualized by the AWGE team. The launch of the clubhouse installation and a store welcomed in attendance a who’s who of the Los Angeles scene that was creative. Rocky would come to describe the relaunch of his Instagram as a’digital installation’, and it was that the world was introduced to 2 of the core members of AWGE: Tan Camera and Robert Gallardo. Gallardo and Camera (real name Kimi Selfridge), were credited as the masterminds behind the project, with Gallardo taking the lead on creative direction and Selfridge as responsible for much of the installation’s photography and design work.
Be it clothing, music videos, or events that are grand, one thing is for certain: AWGE has surprises in store. The crew’s profile has been raised in August, but when A$AP Rocky announced the aptly-titled AWGEST: a month-long takeover by AWGE and the A$AP Mob, which featured multiple record releases, culminating in the release of this Cozy Tapes Vol. 2 and the launching of a new AWGE site and merch line. Seen on A$AP Mob members in the run up to the website launch, the merch collection featured a choice, in addition to trucker hats in green, blue or red. 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.” Though the day of the relaunch saw Rocky’s Instagram lose over 100,000 followers, this exceptional 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 age of iPhone curators. The photographer’s work is immediately recognizable for its mixed media collage style, pop-culture references, and off-the-cuff references to iconic brands like Palace and Goyard. 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 collective’s desire for secrecy that whilst always putting out high-profile content, AWGE has managed to continuously shroud itself. We reached out to some members of the crew, but got the same answer:”The first rule about AWGE is that you don’t talk about AWGE.” In the midst of AWGEST, the AWGE enterprise unleashed what is the most complete realization of their creative vision their Midnight Rave in Los Angeles, to date. Titled after Shane Gonzales’ punk-inspired label Midnight Studios, the Midnight Rave featured performances from global designer and DJ Virgil Abloh, 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.