How A$AP Rocky became a fashion icon, from Dior Homme to Puma

We look at what makes him a modern-day fashion icon.

The A$AP Rocky braids

A$AP Rocky sporting his distinctive “Gucci” braids during the Milan Fashion Week womenswear autumn/winter 2023/2024 event on February 24. Photo: Getty Images

A big part of Rocky’s looks are his distinctive hairstyles (the rapper even had the Gucci G braided into his hair once) but his signature braids hold a sentimental meaning too.

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Born Rakim Athelaston Mayers, the rapper from Harlem had a tough childhood with a father in jail, hopping between homeless shelters and selling drugs to make ends meet, before he joined the A$AP Mob collective and made it big as a rapper, per Village Voice.

Harlem-born American rapper A$AP Rock had a rough childhood Photo: AFP

When Rocky was 13, his older brother Ricky Mayers was shot and killed in Harlem – a mere stone’s throw from where Rocky was born. Rocky’s iconic braids were once worn by his brother, the same publication wrote.

Rihanna and A$AP Rocky, the ultimate power couple

Rihanna and A$AP Rocky started dating in 2020 and now have two sons. Photo: @diggzy/Instagram

Rocky and Barbadian singer Rihanna’s relationship began in 2020, per Elle, and they now share two sons, RZA and Riot Rose.

Being a beauty magnate herself and having collaborated with LVMH, the “Umbrella” singer has frequently drawn attention both on and off the red carpet. The award-winning artist reinvented maternity wear with her unique pregnancy style and continues to be a trendsetter.

Rihanna and A$AP Rocky are passing on their fashion sense to their sons. Photo: @asaprocky/Instagram

Already iconic for their date night outfits, the duo are introducing RZA and Riot to the world of fashion at an early age by dressing the boys in labels like Dior.

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The first person of colour for Dior Homme

US rapper A$AP Rocky became Dior’s first ambassador who’s a person of colour in 2016, and now has a long-standing relationship with the fashion house. Photo: AFP

In 2016, the “Pretty Flacko” singer became the first person of colour to be the face of Dior Homme. Now a front-row fixture at Dior fashion shows, the rapper has had a long-standing relationship with the brand and is often seen championing its designs.

His obsession with designer Raf Simons

A$AP Rocky has worked closely with Prada creative director Raf Simmons. Photo: Getty Images

Rocky’s new position at Puma isn’t his first time designing for a brand. The fashion fanatic rapper has previously collaborated with designers like Raf Simons, co-creative director at Prada, and Jonathan Anderson, creative director at Loewe.

He has name-dropped almost every major fashion designer to know in his song “Fashion Killa”, but his obsession with Belgian designer Simons prompted a whole music video titled “Raf”.

When the designer was selected as one of Time’s 100 Most Influential People of 2017, Rocky wrote a tribute for him stating “he built a whole new religion around fashion”, per Hypebeast.

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The face of Yuppie-core

Here seen with Rihanna, rapper and style icon A$AP Rocky made Yuppie-core a thing. Photo: Getty Images

Rocky’s personal style is eclectic and often experimental. He doesn’t shy away from traditionally feminine pieces like skirts, pearl necklaces or headscarves.

But his most influential contribution to fashion has to be the introduction of Yuppie-core, characterised by an intentional display of wealth without the excessive glitz and glamour. (The predecessor to quiet luxury, perhaps?) The Yuppie uniform consists of a relaxed suit and tie accompanied by a flashy Rolex or an expensive handbag.

His extensive collection of purses

A$AP Rocky and Rihanna step out in style. Photo: Getty Images

On a date night out with Rihanna to celebrate his 35th birthday earlier this month, A$AP flaunted a Bottega Veneta ‘fit – a staple brand in his wardrobe – a head full of pearls, and the brand’s distinctive Andiamo handbag.

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The bubblegum pink bag is another addition to the singer’s collection of impressive and expensive purses, per Vogue.

A$AP Rocky’s collection of handbags includes pieces from Goyard, Gucci, Hermès and Loewe. Photo: Getty Images

The rapper is a fan of Goyard too, with a collection of totes and handbags from the brand. Some of his other iconic bags are the Gucci Mickey Mouse cross-body, the Loewe bucket mesh bag and his black Hermès Kelly.

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