A$AP—just like his lady, Rihanna—are certified beauty and fashion trendsetters. So it is no surprise that Gucci appointed him as one of the new leads for the #GucciGuilty fragrance campaign, alongside Elliot Page and Julia Garner.

Announcing on Instagram, the luxury brand shares, ‘’Grammy Award-nominated musician A$AP Rocky is one of the faces of the new #GucciGuilty campaign, launching March 1’’. Rocky sports a flower-brooch shirt, a black blazer, and his signature cornrows in the new campaign, which was captured by Glen Luchford. 

The scent was created by Gucci’s trusted Aurelien Guichard, features a unique peppery, mandarin-laden scent that has been a success since its introduction in 2010.

This is the second time that the 34-year-old rapper working with the luxurious brand. In 2020, the father-of-one and Gucci debuted the Life of a Rock Star campaign. Celebrities such as Tyler, the Creator and Iggy Pop modelled for the men’s range.