A$AP Rocky has joined forces with Nas for a new Ray-Ban campaign that looks back to Belly, the 1998 film directed by Hype Williams that became a touchstone of late-1990s hip-hop style. The campaign, released February 19, coincides with the launch of Rocky’s Metal Collection for the eyewear brand. Serving as creative director, Rocky introduces a selection of optical frames and sunglasses priced between $202 and $249. The collaboration brings together fashion, music, and film in a way that feels less like a commercial exercise and more like a cultural callback.
The accompanying short film borrows its mood and visual cues from Belly, a movie remembered as much for its imagery as for its storyline. Nas, who appeared in the original film, narrates the campaign, grounding it in personal memory. “Man, I get a phone call from Flacko this evening. He wants to meet in Harlem. Funny thing is, it’s the same restaurant where I last met with his pops before he passed. His pops was my dawg,” he says. In fact, in this story, Rocky becomes even more central to the film’s journey.
Framing Legacy in the Present
That line adds emotional weight to what might otherwise be a straightforward brand partnership. By invoking a shared history and a specific place in Harlem, the campaign folds biography into homage. It also connects Nas to Rocky’s influence, creating a bond that feels authentic instead of fabricated, and positions Rocky as a stylistic heir to earlier generations of New York rap.
For Ray-Ban, the project positions the brand within a lineage of artists who have shaped popular culture beyond their music. Furthermore, this partnership allows Rocky to expand his growing creative legacy across fashion and music, strengthening Rocky’s influence in both arenas.
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