A$AP Rocky is Named Creative Director of Puma x Formula 1

Earlier this month, A$AP Rocky was named creative director of Puma x Formula 1, with the intention of intersecting racing with streetwear.

Rocky will provide a new perspective by influencing visuals and video content for the collaboration. In 2024, his role will expand into designing collections for several Grand Prix races, as well as curating activations and marketing for these collections, according to Puma’s statement on the collaboration.

While this partnership is an excellent marketing tactic for both Puma and Formula 1, this could be the next step for Rocky to become the next musical name in fashion. His creative work at AWGE has granted him guest creative director roles with Mercades and Under Armour, but this long-term partnership could be the beginning of a full time shift into fashion for the rapper.

In the last few years there has been some change in who gets appointed as creative director of fashion houses. Before the role usually went to somebody who studied fashion or art, spent extensive amounts of time networking at fashion events, then was appointed the role based on traditional credentials. Nowadays the role is being filled by well known names who have an interest in fashion, which can provide new perspectives to an industry that has a tendency to get stale.

Recent examples of this role shift include Pharell Williams’s appointment to men’s creative director at Louis Vuiton, as well as Cardi B at Playboy and Future at Lanvin Lab. Famous collaborations also provide clout for brands such as Kanye West at Adidas, Dua Lipa at Versace, and Rihanna at Puma.

Allyssa Rapp, head of entertainment marketing at Puma, told The Drum, “Artists are artists for a reason. They’re creative beings, and for them to be able to express themselves through tangible products, campaigns and initiatives for a brand is [valuable]. They’re creative beings in one world, and they want to be creative beings in another world.”

Already after the first campaign shoot, Rapp can tell Rocky is eager to take Puma and F1 to the next level of cultural relevance. She says that aside from being the new face of the brand, Rocky has already been very hands-on, providing image inspiration and styling ideas for the first campaign.

Time will tell what A$AP Rocky will accomplish during his tenure with Puma x F1, but he’s already off to a strong start. In the next year, Rocky and the Puma x Formula 1 teams will create numerous special collections for the year’s races, starting in Las Vegas Grand Prix in November, 2023.

Article by Danielle Tranter, Contributor, PhotoBook Magazine
Tearsheets by Chenglin Qu, Graphic Design Intern, PhotoBook Magazine

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Style WatchAlison HernonNovember 5, 2023#A$AP Rocky, #Puma, #Creative Director, #racing, #streetwear, #designer, #Grand Prix, #Formula 1, #AWGE, #Mercedes, #Under Armour, #fashion, #rapper