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A$AP Rocky is the face of Gucci’s new fragrance campaign

The New York rapper teams up with luxury brand for new fragrance roll out
A$AP Rocky is the face of Gucci's new fragrance campaign
(Photo credit: / Andrea Raffin)

A$AP Rocky, known as the “Fashion-Killa” for his unique style, recently landed a deal to become the face of Gucci‘s new Guilty fragrance campaign. This will be his second time working with the luxury brand; he previously served as the face of their 2020 Life of a Rock Star campaign.

The rapper attended Gucci’s 2023 fashion show in Milan, where he debuted a signature Gucci logo braided hairstyle paired with a tailored suit. Gucci Beauty released a candid photo of the father of one announcing the new campaign launching March 1, 2023. Rocky, director and producer Elliot Page and actress Julia Garner will promote the new collection that the brand describes as “emblematic of bold authenticity.”

The photos “personify an ode to self-acceptance, friendship, and love in all its forms through a story of tenderness, imagination, and curiosity,” the company said in a statement shared by NBC News. A$AP Rocky’s latest move follows a rather busy year for the rapper, both professionally and personally. He welcomed a baby boy he shares with singer and businesswoman Rihanna in May 2022.

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