How A$AP Rocky unveiled his jewellery brand without anyone noticing

In Chanel’s front row.

A$AP Rocky was not only one of the most photographed guests at Chanel’s Paris Fashion Week show — his XXL skull rings drew as much attention as his presence in the front row. The rapper arrived in a full Chanel look — a brown trench coat, a soft-toned shirt and a classic tailored outfit — but it was those oversized pieces of jewellery that made it clear there was more behind his appearance.

The rings, featuring heads and 3D figures, do not belong to any known Chanel collection. Their aesthetic connects directly to the visual universe of his latest album, DON’T BE DUMB, whose illustrations — created with the involvement of Tim Burton — also shape the graphic direction Rocky has been developing across his recent projects.

This was no coincidence. During the event itself, A$AP Rocky confirmed the launch of his jewellery brand PAVĒ NITEŌ, using these rings as the label’s first public appearance. The designs, sculptural in style and rooted in memento mori imagery, were produced in collaboration with the historic Venetian house A. Codognato, renowned for this type of symbolic, handcrafted jewellery.

Although there was no official press release or traditional campaign, the move worked as a quiet debut on one of fashion’s most visible stages. The brand is already registered and has an active visual identity on social media, suggesting a project designed to grow beyond this first moment.

In this way, A$AP Rocky used Chanel’s show as a platform to introduce his new venture without conventional advertising, letting his jewellery connect fashion, music and a new creative direction in a single move.

A$AP Rocky is back in music.