AWGE-A$AP Rocky Announces ‘GUESS Club’
A$AP Rocky Announces ‘GUESS Club,’ His Second GUESS Capsule Collection, an Homage to Childhood
“A man with confidence is un-stoppable, man don’t stop, man you can do this shit, I did it. The world is ours, the world is yours, a man confidence, doesn’t matter if you poor or rich, a man with confidence is definitely unstoppable. Just keep going “wealth is in the mind not the pockets.” – A$AP Rocky, West Hollywood, LA
One day prior to the event, we still didn’t receive any information on the location or dress code of the event. But there’s one important thing I learned in LA, when people say “it’s a casual event, dress casual”, in LA ( for women at least), this means extra cleavage, mini-skirts, skin tight denim jumpsuits and sky high heels ( just so you know) creating an extra sultry , far from the usual norms of a casual look.
On the day of A$AP Rocky’s new GUESS capsule collection launch “GUESS Club”, we entered the celeb studded event with paparazzi’s standing beside the red carpet and Rolls Royce/Bentleys parked on the side of the streets. Greeted by GUESS founder and Creative Director, Paul Marciano and his son himself, A$AP Rocky then showed up in one of his favourite denim jackets from his latest capsule collection written in embroidery ‘GUESS Approved’ and a cozy orange cat eared Gucci knit hat. Indeed, his look was a statement of the A$AP Mob’s “cozy boy” mantra which has recently blossomed into a fashion movement; relaxed, fuzzy and all-out comfy, mixing high end brands with street-style “man don’t I look cozy to you, do you see this hat? I’m too cozy. Listen we got bean bags, sofas, tipis, get cozy bro, take yo shoes off, smoke a blunt, drink some licker and have some fun” says Rocky when a media asks about his new ‘cozy trend’.
Paul Marciano and I
Eager to answer questions about the reason hes’ gathered a curated selection of hip hop/street media to the event: GUESS Club, “Any muthafuckin’ questions? Y’all don’t want to know what inspired this cool shirt I got on right now?” Rocky said smiling, wearing his white multi-colored GUESS logo tee (which ended up getting sold out completely the morning after the event).
A$AP Rocky and Paul Marciano- photos from Guess Jeans
Around a nostalgic 80/90’s comeback, A$AP Rocky created the concept of The Clubhouse, turning a large West Hollywood building into a tree house. Playfully decorated with tipis on the roof, old school video games, arcade games like pac-man, air hockey tables, pool tables, my grandpas look alike orange/brown flowered tapestry couches, thick carpets were showcased within a three-floor tree house creating a youthful, nostalgic vibe and homey feel taking us into a time warp of the late 80’s /early 90’s. It really reminded me of my childhood.
“The treehouse is something I’ve always wanted, when you live in an apartment in NYC you can’t really have a tree house, no back yard, no access and stuff” said the Harlem NY bred singer “ I’m just living off of my childhood, it’s supposed to feel young, fun, it’s supposed to feel like GUESS, just with a little A$AP twist.”
GUESS Club, Rocky’s second capsule collection, being unisex or for women, featured classic logo tees, soft pastel colour-blocking denim and jean jackets. Unlike his first GUESS collection, which was based on the brand’s 80’s archive pieces, its colourful and carefree designs are an homage to childhood.
Photo by Gaw Slam from Milk Magazine
Rocky’s models during the preview were also took a fresh twist from the classic GUESS Girls, going more into hip hop culture, youth culture, curvier bodies with the afro American vibe. Holistically it was a softer look than his first seasons collection because of the pastel candy coloured vibes and more youthful look.
Rapper Alrocco, Dragon, Luce SFHT, The Marginalist, Noemi
During the interview session, I think this is the first time in my lifetime I’ve ever gotten star struck; the thing where your heart starts beating really fast and you feel extremely clumsy and klutzy all of a sudden. Being both a fashion and rap icon, hitting the face of Dior and Calvin Klein’s global campaigns, as well as recently creating capsule collections with JW Anderson under JWA AWGE, and now creating his second collaboration with GUESS, there’s a lot of reasons for looking up to this social media phenomenon revamping fashions traditional rules.
Photo by GAW Slam, Milk Magazine
The Marginalist, wearing CMEO Collective
When it was time for the Q&A, I stood up and raised a question “ wassap lil lady” he asked smiling, I was shaking and blabbering “ whats your opinion on the new social media movement which brings global high end and haute couture brands to collaborate or merge with streetstyle brands….”. (It wasn’t after the session that my media friends started laughing at me).
“ You mean Louis Vuitton X Supreme etcetera right…I think that’s really what A$AP stands for, to marry both worlds, you know it’s like bridging a gap, wearing high end with streetwear, granted it took more than six years to catch up to that concept but you know I’m glad things are finally being done now and it’s the way things should be, everything’s gotta be diverse, versatility makes the world go round. Thanks for coming all the way out here”
Hip Hop Artist A$AP Rocky and I
When asked by another media “What do the kids need to do to spread the message that your trying to showcase with the whole collection after it released?” Rocky described the GUESS Clubhouse as being for people who aren’t afraid of being their true selves; “Without promoting individualism, it’s all about being yourself, it’s just how it really is, me being me is what’s caused all of this today, this just looks like a miniature version of my house, honestly, it’s about what I think, how I think, how I think a tree house should look, how a guess club house should look like etc.”
Rocky also explained why he wanted to collaborate with GUESS for a long time and revealed that, A$AP Yams, the crews former executive, who recently passed away, anticipated the collaboration as early as 2013/2014, “he just passed away before it happened, but he would have said “its lit”..” says Rocky.
The singer also expresses the main inspiration for the collection, nostalgic youth, “I feel that GUESS was always nostalgic to hip hop and the urban lifestyle, and being a hip hop artist I wanted to bring back that 80s 90s feeling to this generation. There’s so much things that this generation knows nothing about, with all that access to the internet, they still don’t have that knowledge or don’t acknowledge most of the things that I love or that most people love, and I just wanted to bring that nostalgia into it.
I felt it was necessary for me to pay my contribution and show these kids what they’ve been missin out on, cause they don’t know the late 80’s and 90’s with GUESS, the rappers athletes, those overalls were the shit! I still owe Snoop Dog a pair of those overalls.”
Having a platform, I wanna show that it don’t matter if you gotta name or not, you A$AP Mob or not, it doesn’t matter! Fashion is free, it’s about expression, for us its more than just a lifestyle its like culture, I mean it’s a no brainer, I think more people are adapting and relating to that. That’s the message I’m glad people are finally catching on to this dope shit, cause you know there’s a lot of corny shit going on.”
Concluding the interview session by thanking his creative team, AWGE, who helped the MC execute his vision for GUESS Club as well as GUESS team for helping him discover the textiles, trends and colours for the capsule collection.
By the time the interview session was finished, the venue quickly filled itself with celebrities, reality TV stars, social lights, friends of Rocky, and major influencers, where being in Hollywood simply made them seem overtly approachable.
Supermodel Kendall Jenner and I, Selfie from Instagram
Amongst many of them, Amber Rose was there in a Kenzo like 80’s puff shirt and dark shades ( even though it was 11:00pm), Christina Milian, an R&B singer who was on my fave playlist during my teenage years, and then literally bumping into supermodel Kendall Jenner who showed up in a white blazer, tight braids and red lipstick. Nicole Williams dressed up in a full out denim on denim GUESS outfit came to chat with Gerald, Global Head of GUESS digital, showing off her massively blinding 6 carat engagement ring with NFL player, Larry English in-front of us.
Nicole Williams ring- Photo from Instagram
Anwar Hadid, Justine Skye, Delilah Belle Hamlin, Amelia Gray Hamlin, Shaun D Ross, Brittany Hampton, Don Benjamin (Ariana Grande’s Boy Toy and Model/Singer), and Law Roach were also other celebs present at the event.
Singer / Actress Christina Milian and I, Selfie from Instagram
Meanwhile, I was also jaw dropped in awww at the classic GUESS Girls who were showing off Victoria Secret like perfectly toned hourglass shaped bodies whilst influencers such as Alexandra Spencer and the likes were dressed in XXL baggy jeans, Kangol hats, and vintages denim jackets creating a strong contrast in the volatility, style, and attitude that GUESS can bring to each person
Guess Girl Gang
Alexandra Spencer, Blogger and A$AP NAST