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A$AP Rocky fronts Dior Homme campaign

Published 14/06/2016

A$AP Rocky
A$AP Rocky

Dior Homme creative director Kris Van Assche chose rapper A$AP Rocky to star in his new campaign because he's a real "fashion lover".

A$AP Rocky has been tapped to front the latest Dior Homme campaign.

The Fashion Killa rapper is known for his eclectic and daring fashion sense, but assumes a more couture guise in the new imagery for the French fashion house.

In one image, a black and white photo shows A$AP, real name Rakim Mayers, in close-up, as he models a pair of the brand's sunglasses. In another snap, the 27-year-old rapper wears a long red wool coat, posing with his hands in his pockets and staring down the lens of the camera.

Of working with the star, Dior Homme creative director Kris Van Assche shared that he appreciates A$AP's strong sense of personal style and taste.

"He’s a real fashion lover," Belgian designer Kris told WWD. "He feels like fashion really influences his own work, and he has strong opinions on that."

After attending Jonathan Anderson's Spring Mens 2017 runway show in London on Sunday (12Jun16), the designer he has teamed up with for a capsule collection of sleek streetwear garments called JWA x AWGE, the rapper talked about his equal affection for high-end brands and those with an urban edge.

"I mean, it’s dope when you can mix it. It’s all about taking two worlds like streetwear and high-end and kind of mashing them together," A$AP explained.

The Dior Homme campaign, photographed by Willy Vanderperre, also features filmmaker Larry Clark, young French actor Rod Paradot and model Dylan Roques.

On how he selects the faces for his marketing, Kris shared that it's simply a matter of spotting "talents that inspire". However, the underlying factor in his choices is a sense of subversiveness.

"A rebellion side," Kris said. "I also think of them as being free spirits."

The new adverts are expect to first appear in Men’s Non-No in Japan on July 11 (16), and then will be published in Australian and South Korean editions of GQ magazine.

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