- Words Yazzi Gokcemen
The fashion-forward rapper goes full steam ahead into his creative role helming PUMA's collaboration with Formula 1.
A number of celebrities have been foraying into fashion of late. When the fit is right, these unconventional creative collaborations can be golden. A$AP Rocky’s appointment at PUMA looks set to follow suit. Announced earlier this week, the rapper has become the sportswear brand’s Creative Director in their new multi-year partnership with Formula 1.
Rihanna, the fashion and music tastemaker’s other half, has been working with PUMA since 2014 and is experiencing phenomenal success doing so. This isn’t A$AP’s only ties to fashion; he’s a style icon, landing fashion gigs alongside the likes of Jonathon Anderson and more.
With PUMA x F1, A$AP’s hitting the ground racing. Designing a capsule collection in time for the Las Vegas Gran Prix in November, he’s also directing visuals, campaigns and video content to promote the brand’s holistic approach to everything F1.
According to PUMA, this is phase one of immersing Pretty Flacko into their behemoth brand. They believe that the multi-faceted creative will bring a new perspective, as well as new audiences to F1 and streetwear. From the looks so far, as A$AP dons neon-infused trackwear, a pearl balaclava and expensive cars, the collab seems to be accelerating in the right direction.