A$AP Rocky is partnering with Gucci for their newest Guilty Beauty campaign. As reported by a social media post from Gucci on February 22, Rocky will be joined by Elliot Page and Julia Garner at the forefront. 

“Grammy Award-nominated musician @asvpxrocky is one of the faces of the new Gucci Guilty campaign launching March 1st. Stay tuned as more talents are revealed.#GucciGuilty #GucciBeauty #ASAPRocky,” Gucci wrote in their announcement post. 

The brand shared a photo of Rocky for the promotional post rocking Italian luxury clothes. According to a press release from Gucci, the campaign, which Glen Luchford and debut will shoot on March 1, “sees Rocky, Garner, and Page personify an ode to self-acceptance, friendship, and love in all its forms through a story of tenderness, imagination, and curiosity,” 

Rocky is no stranger to luxury, and the 34-year-old rapper founded his own whiskey brand Mercer + Prince. He previously described that it was even “difficult to find partners willing to innovate to the level [he] envisioned.”

Rocky called Mercer + Prince something made to defy rules and be “unique while honoring and respecting industry traditions [and is] made to connect with the contemporary consumer.”

“Mercer + Prince is smooth in taste, disruptive in packaging and close to my heart in a name. It’s accessible to all and appeals to a diverse audience, which was very important to me.”