The fashion world got a glimpse of A$AP Rocky’s evolving creative vision this week with his third runway show for AWGE, held in a repurposed former Emigrant Savings Bank in downtown Manhattan. The show, which took place on Thursday evening, wasn’t just a presentation of clothing; it was, according to Rocky himself, “like putting out an album.”
The event, as reported by GQ, saw a delayed start, with guests waiting nearly half an hour past the scheduled time. However, the arrival of Rihanna, accompanied by a flurry of photographers, quickly energized the space. The guest list also included A$AP Nast, A$AP Illz, Julia Fox and Young M.A, signaling the continued cultural cachet of Rocky’s brand.
AWGE, which began as an extension of Rocky’s record label and creative agency in 2024, has been steadily building a reputation for its conceptual approach to fashion. Rocky’s previous two shows, held in Paris, leaned into punk and politically charged aesthetics. His second collection, titled “Obligatory Fashion,” directly referenced the legal challenges he faced in early 2025, incorporating the uniforms of courtrooms and the criminal justice system into the designs.
This latest collection, however, marked a shift. Rocky described a desire to move beyond narrative and focus on a more tangible wardrobe reflecting his current style. He cited a growing interest in “quiet luxury” and, surprisingly, “aquaticwear” as key influences. This led to a collection that blended tailored Italian pieces with unexpected elements like liquid latex shirts, Puma slides resembling aqua socks, and Ray-Ban eyewear reminiscent of swim goggles.
The process of refining the collection was intensely hands-on, even in the hours leading up to the show. Rocky was observed pacing backstage, reviewing model outfits, and even swapping out pieces with his own designs – opting to lend his AWGE sweatpants for one of the looks. This last-minute tinkering, he explained, was essential to exposing the “process” of creation, a process he feels is often overlooked in contemporary culture. “People don’t appreciate process anymore,” he said. “They don’t trust the process, and I just want to expose it.”
Rocky’s commitment to showcasing the creative process extended to the runway itself. He planned to have styling assistants and glam teams continue making adjustments to the models during the show, offering the audience a glimpse behind the curtain. “We want the viewers to see all of the revisions we’re making up until the very last second,” he stated.
The show wasn’t without its imperfections, and Rocky embraced them. “There was so much that went wrong live, but it was like, f–k it, that’s what makes the show all the merrier. It makes it better,” he said, suggesting a willingness to relinquish control and allow for spontaneity.
The AWGE brand has yet to hit retail stores, despite the buzz surrounding each collection. Rocky acknowledged this, playfully suggesting, “They say the third time’s the charm, right?” He expressed a sense of newfound freedom to express himself creatively, having navigated past “trials and tribulations” that previously hindered his vision. “Now I can express myself freely and creatively. Emphasis on the word free,” he said.
Following the show, Rocky retreated backstage to connect with VIPs, including a brief conversation with Rihanna before fielding questions about the collection. He then headed to an after-party, acknowledging a need to “chillax and wind down” after the intense preparation and execution of the event.
While the aquaticwear theme may have raised eyebrows, Rocky’s willingness to experiment and challenge expectations remains a defining characteristic of his work. His influence on contemporary style, particularly the resurgence of 1980s power suiting, is undeniable. As he continues to navigate the intersection of music, fashion, and art, A$AP Rocky is proving to be a force to be reckoned with, one who isn’t afraid to expose the messy, imperfect, and ultimately rewarding process of creation.
