A$AP Rocky and his adorable son, RZA, are the stars of a new Savage x Fenty campaign, and the internet is buzzing with excitement. Following their recent appearance in a Father’s Day campaign for Bottega Veneta, the rapper and his firstborn have now taken center stage in an ad for Rihanna’s renowned underwear brand.

The images, which landed on Instagram just moments ago, have already set timelines ablaze with a mix of adoring and thirst-filled comments. Unlike the Bottega Veneta campaign where Rocky was fully clothed, this time he’s stripped down to his underwear, emphasizing skin-on-skin contact with RZA. This intimate connection is said to be crucial for a baby’s development and, apparently, highly appreciated by many social media users.

Rocky’s recent activities extend beyond this sweet, 90s Athena poster-inspired campaign. He recently revived his AWGE line in Paris for the SS25 collection, showcasing it during Paris Fashion Week’s menswear edition last month. Meanwhile, Rihanna has kept fans eagerly waiting by revealing in an interview that she had completed a new album, only to scrap it because she was no longer satisfied with the music. While an announcement on that front seems unlikely anytime soon, fans can revel in Rocky’s charming Savage x Fenty ad and revisit their beloved Bottega Veneta campaign.

The latest Savage x Fenty campaign is a testament to the power couple’s influence in both the music and fashion worlds, showcasing their undeniable star power and the precious bond between Rocky and baby RZA.