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.”

Image may contain AAP Rocky Adult Person Accessories Jewelry Necklace Hair and Bracelet

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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