Chanel introduces A$AP Rocky as its new ambassador through a New York film that places him alongside Margaret Qualley. This appointment builds on the creative relationship he has maintained with Matthieu Blazy, whose work he supported from the beginning. Rocky appeared in front-row settings and campaigns during Blazy’s earlier tenure at Bottega Veneta, and his approach to style aligned with the direction Blazy set in those years.
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Rocky’s personal aesthetic mixes streetwear codes with polished luxury, and that mix reflects Blazy’s preference for clear structure and grounded design. Their partnership has grown through steady exchanges of admiration and shared instinct. Chanel presented the appointment by emphasizing Rocky’s talent, curiosity, and wide creative reach.
Blazy described Rocky as an artist who gives full attention to every project he touches. He pointed to Rocky’s work across music, film, and family life, adding that the rapper brings generosity and focus to each role. Blazy expressed excitement about collaborating again in a new context. Rocky responded with his own praise for Blazy, calling the designer’s imagination a force that pushes fashion forward. He noted that Blazy’s work feels sensitive and strong at once, grounded in real-world references while still creating room for imagination. Rocky said he looks forward to watching Blazy shape a new phase at Chanel.
Rocky’s appointment strengthens Chanel’s reach across music and contemporary culture. His influence spans global audiences, and the house positions him as a figure who will connect Chanel to wider conversations. The partnership also supports the house as it prepares to show Blazy’s debut Métiers d’Art collection in New York, a line that Karl Lagerfeld introduced to bring attention to Chanel’s specialized artisans in embroidery, pleating, glove-making, and costume jewelry.
Chanel marked the announcement with a teaser film directed by Michel Gondry and shot in New York. The film opens inside a small Williamsburg apartment as Qualley and Rocky wake up together. Qualley moves into a cramped bathroom before reappearing in a red, white, and blue houndstooth Chanel jacket and pale blue pants, her hair pulled into a chignon. Her quick transformation triggers Rocky into motion as soon as she leaves the room.
Rocky rushes down the building’s exterior steel stairs and begins a frantic chase through the city. He crosses neighborhoods with urgency, swims under the Brooklyn Bridge, and continues north through the Lower East Side. Throughout the run, atmospheric music from Le Motel shapes the momentum of the sequence. Rocky’s path includes two stops inside discount shops, where he grabs pants and a blazer before continuing toward his destination.
He finally reaches Qualley at the entrance of Astor Place station. Rocky drops to one knee and opens a small white Chanel box that suggests a proposal. The gesture prompts Qualley to leap into the air with clear joy before she links arms with him. The two walk back into the subway together, closing the film with shared purpose and forward motion. The teaser sets the tone for Rocky’s tenure and positions him within the narrative Blazy is building in New York.
