BEHIND THE STITCH: ALANI
June 21, 2024
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A$AP Rocky is set to receive the Cultural Innovator Award tonight at the 2024 Fashion Awards, courtesy of the British Fashion Council Foundation. The annual fundraiser, hosted at London’s iconic Royal Albert Hall and backed by Pandora, is for its glitz and its habit of spotlighting the titans of fashion, particularly in womenswear and menswear. This year, it’s Rocky’s moment to shine.
The Harlem native has been anything but quiet this year, making waves not just in music but in fashion’s most exclusive corridors. His menswear label, AWGE, made its Paris Fashion Week debut with American Sabotage, a 30-look collection that screamed confidence and subversion. His collaboration with Bottega Veneta reached a crescendo in June with a viral campaign that showcased not just his style but his fatherhood, featuring his sons Riot and RZA. The Savage X Fenty Men’s line also found its way into the narrative, with RZA stepping into the spotlight.
Last year, his campaign with Fenty Skin signaled a turning point, followed by high-profile stints with Gucci and PUMA, where he was appointed creative director for their Formula 1 division. The PUMA drops? Predictably sold out. He capped off the year by starring in a paparazzi-style campaign for Bottega Veneta’s Pre-Spring 2024 menswear collection, asserting his dominance in the fashion game.
“We are thrilled to honor A$AP Rocky with the Cultural Innovator Award tonight. Rocky has had a resounding impact on the creative industries and popular culture this year – from his Paris Fashion Week debut to designing the retro-futuristic neighborhood in Moncler’s The City of Genius in Shanghai. Through these collections and the promotion of his upcoming album Don’t Be Dumb, he has firmly positioned himself at the intersection of culture and innovation. We are also incredibly grateful for his continued support of UK designers and retail,” shared Caroline Rush, chief executive of the British Fashion Council.
A$AP Rocky is no longer just a musician with a flair for fashion—he’s become an institution, a symbol of what happens when cultural clout meets relentless ambition.
