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.
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: