February marked the one-year anniversary of A$AP Rocky at the helm of Ray-Ban as the brand’s Creative Director. The artist’s metal-frame launch aligned with the anniversary, capturing a timelessness coupled with innovative styles. This throughline continues with the launch’s campaign video, a nod to a significant ’90s moment brought up to contemporary speed through set design, styling, and starring roles for A$AP Rocky alongside the legendary artist, Nas. A thread also seems to connect the various creative roles and works of A$AP Rocky, both within and outside of Ray-Ban. Following the frame launch, he shared with us about various projects he’s cultivating and how he sources his inspiration.

V Magazine: Can you share with us about your approach to designing your debut metal collection?

A$AP Rocky: I actually premiered them at my court case but if you look at my culture, those types of frames are everywhere, you see them in church, you see them in court. It’s an urban sophisticated look. I just wanted to take that energy and elevate it.

V Magazine: Will you share more about the wraparound design? We understand this is found only in select stores. What is it about this pair that makes them standalone for you?

A$AP Rocky: The Ultra Wrap is the Concept Car of the collection. It’s the bridge to the next century, that is not something everyone can pull off. Making it exclusive to select stores keeps it in the hands of the people who really understand how to wear and style it. It’s a standalone piece because it completely redefines the face; it’s the ‘retro-futurist’ balance I’m always chasing.

V Magazine: The Campaign film is stunning and clearly aesthetically inspired by the restaurant scene from Hype Williams’ debut film, Belly. What was your experience like directing this?

A$AP Rocky: I knew exactly what I wanted for this campaign the moment the glasses were finished and that Belly scene was it. To do it right, I went to the source and brought in Malik Sayeed, the original cinematographer from Belly to ensure we didn’t just copy a look, but actually honored the story and let the art live on. We recreated that entire diner in Harlem to the T, and had other members from the original crew on it. To me, Belly isn’t just a movie; it’s a visual blueprint for our culture. Bringing those icons along for this ride was about honoring that legacy while we push the aesthetic forward. RIP DMX and shout out to HYPE WILLIAMS!!

V Magazine: How was your experience starring in this campaign film with Nas?

A$AP Rocky: Man, he is a legend and an idol. Nas is the Godfather of the aesthetic. Having him narrate and sit across from me in that diner, that’s bigger than fashion. He’s the original ‘Sincere,’ and having him wear this collection while paying homage to a film that impacted my life, and so many other people’s lives in my community, was a true honor. It was organic, authentic New York excellence.

V Magazine: We’d love to hear more about your creative agency, AWGE. How do your experiences with AWGE and Ray-Ban inform one another?

A$AP Rocky: AWGE is a full creative agency; we don’t just build out projects, we build out worlds and creative marketing plans. We don’t do things just to sell products; we do them to positively influence culture. We’re all about making a real impact and storytelling that lasts. Ray-Ban already has this massive legacy, and we’re here to take that even further. We’re reminding the world exactly why Ray-Ban is where they are by bringing that AWGE vision to their heritage. It’s about taking their history and making it the future of the culture.

V Magazine: Whether in your position as Creative Director of Ray-Ban or leading AWGE, where do you gather inspiration from?

A$AP Rocky: I gather inspiration from the world around me, plain and simple. I could be walking down the street in New York and see a certain texture, or hear a sound that triggers a whole visual. It’s about being present. I don’t look at mood boards all day; I look at life. Whether it’s Ray-Ban or AWGE, the ideas come from the energy of the city, the people, and the small details most people walk right past. I’m just taking what I see and turning it into something permanent.

V Magazine: While you’ve just launched this Metal Collection, what is next on the horizon for you with your agency, Ray-Ban or other creative projects?

A$AP Rocky: We’re just getting started. With Ray-Ban, we’re looking at more cross-functional designs, stuff that blurs the line between fashion and other disciplines. With AWGE, we’re pushing further into film, 360 creative projects and world building. And of course, the Don’t Be Dumb and the music world is still expanding.  I’m obsessed with building things that don’t have a name yet, so you know there will be more surprises to come.

V Magazine: What advice do you have for those developing their sense of personal style?

A$AP Rocky: Style isn’t about what you buy; it’s about intent. Find the pieces that make you feel like the protagonist in your own movie. And most importantly: don’t be dumb. If you’re wearing it just because everyone else is, you’ve already lost. Wear the clothes; don’t let the clothes wear you.