Moncler Brand
Moncler X A$AP Rocky: Don’t Be Dumb. Be Genius.
Luxferity, 22.09.2025
Moncler has once again elevated the boundaries of high fashion with the launch of its latest Moncler Genius collaboration—this time with cultural innovator A$AP Rocky. Titled Don’t Be Dumb. Be Genius, the collection channels Rocky’s fearless creativity and experimental energy into a bold statement for the modern luxury wardrobe.
Award Backpack Italian Leather Black
A Trailblazing Fusion of Music and Fashion
As an artist, creative director, and founder of AWGE, A$AP Rocky continues to redefine the dialogue between music, culture, and style. With this collection, he fuses Moncler’s iconic DNA with his trailblazing aesthetic, crafting an urban protective uniform that resonates with both heritage and futurism.
Crown Cap Logo Embroidered Black
The collection draws inspiration from vintage ski garments, reimagined through a lens of high-octane design. A vivid color-block palette of lava red, electric indigo, and emerald green contrasts against monochrome tones, while playful practicality defines the silhouettes. Hero pieces—such as the multi-layered waistband pants—feature striking graphics with Rocky’s album title Don’t Be Dumb, alongside AWGE and Moncler branding.
Passage de Drake Sahara Night
Campaign & Cinematic Vision
The campaign, captured by photographer Charlotte Rutherford, places the collection in a blackout space that sharpens contrast and focus. Against jet-black backdrops, garments erupt with saturated tones and lustrous finishes—an aesthetic as bold as Rocky’s music itself.
Glacier Blue
Complementing the visuals, the companion film co-directed by Dan Streit expands Rocky’s creative universe. With cinematic references to helicopter motifs from his recent festival performances, the film intertwines sound, movement, and fashion, offering a glimpse into an upcoming musical release.
Nova Baseball Cap 3d Embroidered Logo White
From The City of Genius To Global Spotlight
Debuting at Moncler’s The City of Genius event in Shanghai, the immersive showcase underscored Rocky’s theme of “Where retro ski meets future sound.” Guests experienced the collection inside a curated sound pit, where wraparound projections and a playlist handpicked by the artist transformed the presentation into a multi-sensory luxury experience.
Award 4-in-1 Messenger Bag Italian Leather Black
Where to Find the Collection
The Moncler x A$AP Rocky Genius collection is now available at select Moncler boutiques worldwide and through moncler.com.
Plissé - Rose
Green Meteor
Award Wash Bag Italian Leather Black
Harry Aviator Sunglasses (Black Matt / Brown)
Plissé - Pearl White
Plissé - Ivory
