A$AP ROCKY LAUNCHES PAVĒ NITEŌ WITH CODOGNATO SKULL RINGS

## The Venetian Connection Dressed in full Chanel for Matthieu Blazy's couture debut, skull-shaped PAVĒ NITEŌ rings were prominently displayed by the rapper. In a post-show video, Rocky confirmed that the pieces came from his jewelry label and that he collaborated with Venetian artisans to produce them. This wasn't some rushed celebrity merch play. While the trademark was filed on May 3, 2024, by A$AP Rocky Ventures, Inc., the rapper-turned-designer has said little about the label until now. The foundation runs deeper than paperwork. The Venetian artisans named by Rocky come from A. Codognato, a family-run jeweler that was established in 1866. Like the distinct skulls shown on Rocky's knuckles, Casa Codognato is known for its 'memento mori' designs, which contain skeleton motifs. The Codognato style draws from the heavily ornate traditions of the Italian Renaissance and Catholic artwork. And, of course, A$AP Rocky, who is himself an avid jewelry collector and bought from the brand for years. Rocky's first purchases were two blindfolded skull rings, which became the basis for the designs in the collaboration. ## Album Characters Meet Artisan Craft SIX HEADED es un anillo tallado en hueso de mamut que reúne a todos los personajes de la portada del álbum. En el centro, un diamante amarillo de 2,03 quilates. The centerpiece ring literally spins around its yellow diamond axis. Anillo DUMMY, elaborado en oro amarillo de 18k y esmalte y presenta un engaste barroco adornado con diez ratas y un rubí de 2,06 quilates en la boca. Ten rats crawl across 18k gold, each detail hand-carved. Grim es un anillo inspirado en la cara verde de la bruja de El Mago de Oz, con rulos rosas y un megáfono. Fabricado íntegramente en esmalte y oro amarillo de 18 quilates, presenta una tirita y una X en las gafas de sol. Rugahand Inspired by a Byzantine box in Istanbul's Topkapi Palace, the ring features a skull with braids, micro natural pearl hair clips, and onyx and pearl sunglasses. The design is completed with a Madonna holding a red rose on one side and a panther with a champagne diamond in its mouth on the other. ## The Business Model So, where can you buy these rings and how much do they cost? Well, for now, they are just one-offs, but according to the PR firm that sent us these pictures, the rings are available "on demand" so if you are in Venice and want to commission one for yourself (and assuming price is no object), we say go for it. This is luxury jewelry operating at couture level. No mass production, no drop dates, no hype cycles. For Rocky, it is a way of materializing his creative universe without resorting to the usual codes of merchandising. In fact, the brand's debut did not come about through a traditional campaign, but rather through a public appearance in a context of maximum visibility. No explicit announcement, no explanation, no call to action: a perfectly crafted endorsement, but one that goes unnoticed. Rocky just shifted the entire conversation around celebrity jewelry. While others chase Supreme drops, he's commissioning museum pieces.