A$AP Rocky makes his Moncler Genius debut with a ski influenced capsule that connects music, fashion, and street culture.
Summary
- A$AP Rocky’s first Moncler Genius collection is available now in select stores and online.
- The capsule draws from ski culture, reshaping Moncler’s codes with Rocky’s visual language.
- Campaign shot by Charlotte Rutherford with a teaser film by Dan Streit.
Moncler Genius has always been about inviting outsiders in. This season, A$AP Rocky becomes the latest creative voice to take on the project, reworking the house’s alpine codes with his own sharp, idiosyncratic vision. His debut capsule pivots on ski culture, a cornerstone of Moncler’s history, and filters it through the experimental lens of his music and style.
The pieces carry bold hits of color, lava red, electric indigo, emerald, set against sharp black. The campaign, shot by Charlotte Rutherford, captures that contrast in full tilt, with Rocky himself fronting the imagery in a head to toe look from the line.
The launch is tied closely to his music. Director Dan Streit filmed a teaser video set to build anticipation for Rocky’s upcoming single, slated for October. The short pairs fashion and sound in the way Rocky has long folded multiple worlds into one.
The A$AP Rocky x Moncler Genius collection is available now at select Moncler locations and online at moncler.com.
