Curious Twist: ASAP Rocky’s Viral Vomiting Paparazzo Moment Revealed as Ingenious Stunt for New Bottega Veneta Campaign

In a new campaign dubbed a “creative trifecta,” ASAP Rocky and Bottega Veneta opted to use paparazzi.

On Monday, Rocky used an all-caps Instagram post to reveal the performance art-inspired tactic to his followers.

“Photographers and celebrities have always had a quirky relationship,” Rocky said, as seen here. There has always seemed to be a gulf between the famous and the photographers who follow and capture them, and this divide extends all the way down to issues of picture rights, use, and the tabloid hustle. Some famous people may even resort to calling the paparazzi on themselves, while others may choose to act physically aggressive when photographed. However, there is a tiny minority that is OK with it—including myself—so long as they only share the best perspectives.

The goal of this collaboration between Bottega Veneta and the Testing artist, according to Rocky, is to “bridge that gap” by drawing attention to new collections from the Italian luxury label via the paparazzi. The stated purpose of the collection of paparazzi images, according to Rocky, is to function “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.”