A$AP Rocky presents the AWGE collection inside Karl Lagerfeld's former mansion


A$AP Rocky debuted his AWGE collection inside Karl Lagerfeld's former home on Friday night, and guests entered the St. Germain mansion through a whirlwind of fans.

Awge – Spring-Summer 2025 – Men's fashion – Paris – ©Launchmetrics/spotlight

Security was very tight to get past the main porch and into the cobblestone courtyard. Before, Karl showed off his latest acquisitions, from 18th-century furniture to coveted movie posters from the Weimar Republic. Now, A$AP Rocky shows off high-performance Alpine cars or wads of fake dollars on trays with fake lines of cocaine.

Hip-hop music echoing in the downstairs lounges; on each seat, baseball caps that said AWGE, the brand of the musician's creative agency. Although the music of the show turned out to be three great unreleased songs by the New York-born rapper.

Titled 'American Sabotage', the collection featured multiple looks with the expression 'Don't Be Dumb'. Although seeing that warning on, say, a largely sheer waxed and cropped T-shirt that covered the front of a blonde model but not an inch of her back, seemed like a tautology.

Ironically, the best looks were the most conventional: a near-flawless YSL-style pantsuit worn by an Asian beauty, worn with open-toed shoes and featuring, you guessed it, 'Don't Be Dumb'. Or some elegant blazers for boys that are worn with triple-waist pants.

Awge – Spring-Summer 2025 – Men's fashion – Paris – ©Launchmetrics/spotlight

Otherwise, there were too many matching outfits in strange styles, like sagging sweatpants paired with grunge plaid shirts. Or a padded parka worn by a model whose face was hidden by a scarf, whose right hand held a sack full of dirty counterfeit dollars. Yet somehow, there was also a plethora of merchandise, like a Raf Simons-worthy flight jacket worn backwards and plastered with a picture of an Uncle Sam with rotten teeth saying 'F$CK YOU.'

The event attracted a host of hip-hop stars; French influencers; designers such as Jonathan Anderson and Kris Van Assche; and, well south, Rocky's partner, Rihanna, who made a dramatic entrance an hour late amid a paparazzi frenzy.

And, of course, one cannot help but remember that Rihanna had to close her own fashion brand, whose clothes always seem outside the princely range of the people who were supposed to wear them.

However, it is suspected that A$AP Rocky's AWGE collection will have a better life expectancy. Something about his marketability suggests we'll be seeing many more shows from this designer.

What Karl would have thought, we can only guess.

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