A$AP Rocky Quietly Launches Jewelry Brand PAVĒ NITEŌ
Confirming speculation with the debut of his huge rings worn at Chanel’s couture show.
Summary
-
A$AP Rocky confirmed his new jewelry brand, PAVĒ NITEŌ, featuring skull-shaped rings created with historic Venetian jeweler A. Codognato.
-
Inspired by memento mori themes and Tim Burton’s artwork, the ornate pieces debuted at Chanel’s couture show ahead of a full brand launch.
Several sources indicate that A$AP Rocky has filed 2024 trademark applications for a jewelry brand named PAVĒ NITEŌ, which he appeared to confirm while attending Chanel’s couture show.
While the trademark was filed on May 3, 2024, by A$AP Rocky Ventures, Inc., the rapper-turned-designer has said little about the label until now. 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. Additionally, the pieces echo his album artwork by Tim Burton, who collaborated with the artist for his ‘Don’t Be Dumb’ visuals.
View this post on Instagram
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.
An Instagram account for the brand appears to be active (@paveniteo), but it has yet to share any posts. However, the logo appears in the profile picture, an icon that is also traceable to Rocky’s official AWGE website. The design of the insignia also matches the wordmark found in the trademark filings, further validating the account’s authenticity.
Take a closer look at A$AP Rocky’s PAVĒ NITEŌ rings above.
