With those genetics, Rihanna and A$AP Rocky’s babies were always going to be mega cute, but firstborn RZA is seemingly so precious his daddy can’t seem to put him down. Not long after starring in a Father’s Day campaign for Bottega Veneta alongside his son, the rapper has now taken centre stage in a new ad for his baby momma’s undies brand Savage x Fenty. 

Landing on Instagram mere moments ago, the images are already blowing up the timeline with a heady mixture of thirsty comments and cute messages. The thirsty ones are not surprising: where Rocky was fully clothed in Bottega looks in the Carrie Mae Weems-lensed series, this time around – and appropriately for an underwear brand – he’s stripped off to his pants for some skin-on-skin RZA contact. I hear this is very important for a baby’s development, and apparently, seeing him with his kit off is very important to a lot of people on social media, too!

Beyond starring in this very sweet, 90s Athena poster-indebted campaign, Rocky has been busy of late. The rapper resurrected his AWGE line in Paris for SS25, debuting a fully realised collection at a hush-hush runway show during PFW’s menswear edition last month. Meanwhile, Rihanna kept fans on tenterhooks – or continued to troll them – by revealing in an interview she’d actually finished a new album, but scrapped it because she was no longer into the music when it reached completion. Don’t hold your breath for an announcement on that any time soon, but do enjoy Rocky’s Savage x Fenty starring role in the gallery above and revisit the Bottega Veneta campaign below.