A$AP Rocky Reveals How Fashion Made Him Cry In New Ferragamo Video Series

In his 2012 Scarface and Willy Wonka-inspired video for "Wassup," A$AP Rocky dazzles in Comme des Garcons and Raf Simons, rapping, "Only thing bigger than my ego is my mirror/ Yeah, clothes getting weirder."

And fashion "weirdness" is precisely what captured the attention of Salvatore Ferragamo creative director Massimiliano Giornetti, who approached the hip-hop artist to shake things up for the 100-year-old label's new online series, A Man's Story, which launched Monday (Dec. 1) in tandem with a 15-pair sneaker collection. Watch the video at manstory.ferragamo.com.

A$AP Rocky Signs With WME

Directed by Francesco Carrozzini, the project spotlights seven creatives whose successes were bolstered by breaking the rules -- and for the 26-year-old with an unconventional street-meets-couture aesthetic, fashion has proven to be as much a platform for pushing boundaries as music.

"[Fans] were dressed how they saw me dressing in [my] videos," the Harlem native recalls in the video of his first major live performance. "When I got in the car on the way home, I cried -- that's when I felt like I made it."

Wearing looks from Ferragamo's summer/spring 2015 ready-to-wear collection, Carrozzini notes that the unlikely partnership "brought a new way of looking at the brand -- Rocky is one of those guys who has a way of wearing things in a special way."

Though the rapper was reluctant to dish on his upcoming solo album – though he did call it his "best work yet" -- he let Billboard in on his approach to rebelling: "carefully break rules without getting caught."

Check out the full video below:


The Biz premium subscriber content has moved to Billboard.com/business.

To simplify subscriber access, we have temporarily disabled the password requirement.