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In a new cover feature for The Perfect magazine, rapper and fashion killa A$AP Rocky breaks down why he’s trading headline-chasing for craft across music, fashion, film, and brand deals. “It’s not really about who did it first. It’s about who did it the best,” he told the magazine, framing recent, deliberate moves — from his multifaceted creative agency and clothing brand AWGE’s courtroom-tinged runway concepts to high-profile acting pivots — as projects built for a durable legacy, not fast and clicky headlines.
Rocky is more than a rapper. He has a promising acting career, founded his creative agency and clothing brand (where he showed two collections during Paris Fashion Week), and was recently made the first-ever creative director of Ray-Ban. “I don’t do all these different endeavors just because I got to be the first at the top of the mountain and plant the flag.”
He continued, “Everything I do is based off building legacy. That’s why I’m not so eager to just drop, drop, drop. I don’t do things to just try and stay relevant, or keep my name in the conversation. I try to do natural things, creative, ambitious things that really satisfy me.”
Rocky turned his personal trials and tribulations into runway gold. His most recent AGWE collection is called “Obligatory Fashion” and it flirts with the tension between dressing for yourself and dressing for the world.
He said, “My trials and tribulations are literally what inspired the last collection. I remember being in the halls waiting for court, and I would see so many different people. What I was trying to get across with ‘obligatory fashion’ is that everybody I saw dressed in that courtroom, it was like they had to be dressed that way. A lawyer will wear lawyer attire. I saw a construction worker come through in uniform. He was late for his job but he had to pay a ticket off first. And then a woman coming in for child support stuff. I try to include all these different experiences, but still bring it into my world. I had female attorneys and secretaries and lawyers and just people. My version of the baby mama, or my version of the construction worker, going down the aisle all at once.”
This level of attention is given to everything Rocky touches.
“Everything I do, I take it seriously, and I get tunnel vision. So if I’m working on a film, that’s all I’m working on at the moment,” he said. Rocky has had the privilege of working with Spike Lee and Denzel Washington [“Highest 2 Lowest”] — two industry titans many Hollywood hopefuls would kill to work with. And Rocky’s no different. He said it was a “dream come true.”
It seems Perfect magazine has a thing for Rocky and his family. The mother of his three children, Rihanna covered the magazine for 5 different collectible covers (to Rocky’s 7)!
Peace satisfies Rocky. It makes him happy. He said, “Being a father and a partner and a loving husband in my family is what makes me really, really happy. I hope this doesn’t sound cliché, and I would hate if it does, because that’s what honestly does get me going: being able to express myself creatively, being able to be a family man and being able to be an artisan. It doesn’t matter what hat I wear that day, it’s just about being able to give it my all and do these things.”
