A$AP Rocky Prepares to Launch Luxury Jewelry Brand PAVĒ NITEŌ

Harlem recording artist and style icon A$AP Rocky is officially stepping into the world of luxury jewelry with the launch of his own brand called PAVE NITEO. This new venture marks another chapter in his creative career as he expands beyond music and fashion into fine accessories.

HypeBeast / A$AP Rocky

The first pieces from PAVE NITEO are skull motif rings that Rocky debuted at Paris Fashion Week during the Chanel couture shows. The rings were designed by Rocky in collaboration with A. Codognato, a historic Venetian jeweler known for ornate and symbolic designs. The pieces reflect what Rocky described as inspiration from artistic traditions and themes of reflection and remembrance.

The brand name PAVE NITEO first appeared in trademark filings in May of 2024 by A$AP Rocky Ventures, Inc. until now the project has been kept mostly private until its reveal at the fashion event. In social media posts after the show Rocky confirmed that the pieces he wore were part of his new jewelry line and not just custom one off accessories.

Rocky’s vision for PAVE NITEO blends historic techniques with contemporary style. The choice to work with Venetian artisans from A. Codognato allows the brand to root itself in centuries old jewelry craft. The ornate skull motifs are informed by memento mori themes that evoke deeper symbolic meanings rather than purely decorative statements.

Though no full catalog has been released yet, the early pieces have already attracted attention from fashion insiders. Rocky was photographed wearing different versions of the skull rings in Paris and in interviews he gave credit to creative influences including filmmaker Tim Burton whose work contributed to the surreal and gothic feel of the new collection.

Unlike typical celebrity merchandise, PAVE NITEO positions itself in the fine jewelry market. The brand’s approach suggests it will appeal not just to fans but to collectors and fashion connoisseurs who value craftsmanship and storytelling in their accessories. This move follows a larger trend of artists exploring luxury categories that extend beyond traditional collaborations into fully branded ventures.

Rocky’s PAVE NITEO is launching during a particularly busy period in his career. He's promoting the album and attending major fashion events around the world, reinforcing his identity as a cultural innovator whose influence spans music style and now design.

At this point PAVE NITEO does not have a confirmed release date or retail rollout plan. An Instagram account linked to the brand appears to be active but has not yet shared products or pricing details. The brand’s emergence at Paris Fashion Week suggests that future launches and events could coincide with major fashion calendars.

Fans and fashion watchers are watching closely for PAVE NITEO’s next move. With Rocky’s eye for cultural moments and a foundation in both high fashion and historic jewelry craft, the brand is already shaping up to be more than a side project. It could become a notable presence in luxury jewelry in its own right.