A$AP Rocky transforms backstage into a spectacle with AWGE FW26 at NYFW

In the heart of downtown Manhattan and as part of New York Fashion Week, AWGE presented its third collection with a proposal that literally left backstage with no secrets. For Fall/Winter 2026, A$AP Rocky’s brand decided that it wasn’t just the end result that was interesting, but everything we don’t normally see.

Instead of hiding the chaos before the show, AWGE made it the centrepiece. The models stopped at makeup and hairstyling stations visible to the public, touching up in real time. Added to this was a live broadcast showing the behind-the-scenes preparations, integrating the creative process into the runway show itself.

Glamour was no longer an exclusive secret of the creative team and became part of the narrative. More than a traditional show, it was an immersive experience where the ‘how it’s done’ mattered as much as the ‘what’s being presented’.

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Streetwear, motorsports… and fatherhood

If anything defined the collection, it was its ability to unite opposing worlds under a single narrative. The motorsport aesthetic served as the visual backbone, with clear references to the imagery of speed and competition, reinforcing AWGE’s characteristic energy.

In contrast, fatherhood was integrated as a central element of the discourse. Customised baby carriers and prams appeared on the catwalk, embodying the concept of “dadhood” and adding a more intimate dimension to the proposal. This duality between adrenaline and domestic life does not soften the brand’s identity, but rather expands it into more personal territory.

The evening also featured prominent support in the front row. Rihanna attended the show to support A$AP Rocky during New York Fashion Week. Her presence reinforced the connection between the creative narrative of the collection and the artist’s current moment, both on and off the catwalk.

The PUMA chapter

The collaboration with PUMA played a leading role. The show served to showcase new silhouettes such as the Mostro 3.D Mule and an exclusive version called Mostro Lenticular. In addition, the launch of the A$AP Rocky x PUMA Straycat model was confirmed for this autumn.

The styling reinforced the automotive aesthetic with bespoke accessories such as the Oil Can Bag and a Racing Hoodie, pieces that underlined the constant crossover between competition and lifestyle.

Although the show offered a clear vision of the AWGE FW26 universe, no specific dates have yet been announced for the apparel collection. What is confirmed is that the Straycat model and some of the new footwear designs will be released this autumn.

This is how A$AP Rocky launched his jewellery brand without anyone noticing.