For the Bottega Veneta Pre-Spring 2024 ad campaign, the Italian fashion house licensed photos taken over the past few weeks of A$AP Rocky in head-to-toe pieces across New York and Los Angeles.

It’s far from the first time a brand has co-opted the paparazzi look for official imagery, but the candid aesthetic has become increasingly popular in high-fashion — so much so, that the staged celebrity street style moment has become a big business opportunity.

his project with Bottega Veneta, per Rocky, is intended to “bridge that gap” by utilizing the Testing artist’s paparazzi attention to shine a light on new pieces from the Italian luxury house. As Rocky explained, the collection paparazzi-captured photos are intended to serve “less as a campaign and more as a creative trifecta brought to you by Bottega Veneta’s Matthieu Blazy, myself ASAP Rocky, and the talented tabloid-style photographers involved.”