A$AP Rocky launches his jewelry brand in collaboration with Venetian house Codognato

New York rapper A$AP Rocky has taken another step in his conquest of luxury. Already renowned for his fashion influence, the artist has teamed up with the Venetian fashion house Codognato to create a brand-new jewelry collection. The collaboration marks a meeting between contemporary hip-hop and centuries-old Italian craftsmanship.

An unprecedented alliance between rap and haute joaillerie

Codognato has been based in Venice since 1866. It is famous for its creations inspired by vanities and macabre symbols. This dark aesthetic naturally appealed to the rapper, known for his taste in daring pieces.

Together, they launch the PAVĒ NITEŌ brand. The name, which means “I shine” in Latin, reflects the ambition of the project. The collection offers unique jewelry, fashioned using the artisan techniques of the Italian house.

This artistic union goes beyond a simple commercial partnership. It testifies to a true creative vision shared by two worlds that everything seemed to separate. A$AP Rocky brings his street sensibility, while Codognato guarantees the excellence of the gesture.

“Codognato is a house that has always fascinated me for its boldness and its history.”

Pieces sculpted like works of art

The PAVĒ NITEŌ collection includes skull-shaped rings. These seven pieces represent the rapper’s alter egos, each bearing a distinct visual identity. They embody both death and rebirth, themes dear to Codognato.

A monumental creation also stands out in the collection. The bone ring features six sculpted heads on a single ring. This unique piece perfectly illustrates the project’s assumed excessiveness.

• Seven skull-shaped rings representing A$AP Rocky’s alter egos
• A monumental bone ring with six heads
• Venetian craftsmanship dating back to 1866
• A visual universe inspired by classic vanitas
• Exclusive distribution through selected channels

The Codognato heritage at the service of a modern vision

This is not the Venetian fashion house’s first collaboration with celebrities. However, this partnership with the American rapper marks a generational turning point. The brand is opening its doors to a younger, more international audience.

In addition, Codognato’s emblematic blindfolded skull motif finds a new resonance. This blindfolded skull, a historic symbol of the house, is integrated into the visual narrative of the collection. It reminds us that beauty can emerge from dark subjects.

Venetian craftsmen have worked each piece with remarkable precision. Gold, diamonds and precious stones mingle in complex compositions. The final result honors both the Italian heritage and the rapper’s vision.

As a result, PAVĒ NITEŌ is positioned as a niche brand. It targets collectors and lovers of rare pieces. Each piece of jewelry becomes an object of desire as much as an artistic investment.

The rapper, a new player in the luxury market

With this project, A$AP Rocky confirms his status as a visionary entrepreneur. After fashion and music, jewelry represents a logical extension of his creative empire. This diversification reflects a strong trend among artists of his generation.

The rapper joins other hip-hop figures who are investing in the luxury sector. Pharrell Williams, Kanye West and Jay-Z have led the way. Now, A$AP Rocky has added his name to this prestigious line.

A launch strategy designed for exclusivity

The PAVĒ NITEŌ collection will not be available to everyone. The pieces are produced in limited quantities, reinforcing their precious character. This deliberate rarity creates a strong expectation among jewelry lovers.

Similarly, communication around the project remains measured. Few images were unveiled before the official launch. This discretion fuels speculation and reinforces the mystery surrounding the collection.

Initial feedback from industry experts has been positive. In particular, they praise the quality of the finishes and the originality of the concept. Some are even talking about a possible expansion of the brand into other jewelry categories.

For fans of the rapper, this collection offers a tangible way to own a piece of his world. Each ring tells a personal story, linked to the artist’s many facets. PAVĒ NITEŌ thus becomes much more than a simple brand: it’s an extension of its creator’s artistic identity.

• A$AP Rocky