See A$AP Rocky and Son RZA’s Sweet Campaign for Rihanna’s Underwear Brand

A$AP Rocky is fully leaning into his new side gig—not as a luxury designer or F1 creative consultant, but as a hunky dad campaign model.

Last month, the Harlem rapper starred in a Father’s Day commercial directed by American artist Carrie Mae Weems for Bottega Veneta, for which he posed alongside his and Rihanna’s young sons, two-year-old RZA Athelston and 10-month-old Riot Rose. And in a new ad released today, Rocky and RZA modeled pieces from the new “Classics” collection from mom Rih’s underwear brand Savage X Fenty. In a few solo shots, Rocky flexes in a pair of boxer briefs. At the nape of his neck, his cornrows spell out “DAD.”

Courtesy of Savage X Fenty

“The definition of ‘get you a partner who supports your business’ 😍,” shared one Instagram commenter. “That’s not a dad bod that’s a father body! Respectfully 😂,” wrote another.

The Savage X Fenty father-son images mark Rocky’s fourth campaign in the last six months, kicking off in December with his paparazzi-style Bottega series. This also isn’t the first time Rocky has modeled for his partner’s commercial empire; last year, he launched a lip balm for Rih’s cosmetics brand Fenty Beauty. The support is mutual—last month, Rihanna sat front row for the Fashion Week debut of Rocky’s label AWGE.

“Isn’t [Rocky] the best? I be feeling bummy as shit next to this man,” Rihanna recently told Interview magazine of her perennially stylish partner. “I feel like, goddamn, I look like his assistant. I’m getting on a plane. We should be in sweats. He wants to be in a full Bottega suit. I’m like, ‘Why you got to do that to me?’”

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