Moncler x A$AP Rocky: “Don't Be Dumb” and the urban uniform of the future

The rapper, global icon and founder of AWGE, has infused the Italian fashion house’s heritage with his own experimental energy.

‘Don’t Be Dumb. Be Genius’. That’s the message with which A$AP Rocky bursts onto the Moncler Genius scene with a clear goal: to create protective urban wear that’s full of attitude and forward thinking. In this way, the collection looks to the past—through nods to vintage skiwear—but lands in the present with a sharp mix of functionality and avant-garde aesthetics.

The bold colour palette consists of lava red, electric indigo and emerald green, which coexist with classic black and white, creating an attractive contrast that amplifies the presence of each garment. Utility becomes an aesthetic gesture: multi-layered waist trousers, oversized silhouettes, patches that function as emblems… The most direct: Don’t Be Dumb, the title of Rocky‘s upcoming album, which beats strongly on jackets and trousers.

Charlotte Rutherford was responsible for signing off on the campaign, where the collection is plunged into total darkness to make the saturated tones of the designs shine, exploding against the empty black backgrounds. It is accompanied by a film co-directed by Dan Streit, which draws on the kinetic aesthetic that the artist has already shown in his recent shows, and includes a first musical preview of what is to come.

The collection is now available in selected Moncler stores and at moncler.com.