We had the opportunity to connect with renowned artist Steve Aoki at Destination, where we explored his exciting partnership with IQOS. From the ‘Aoki glow’ to sustainable design, Aoki shared how this collaboration reflects his unique vision for the future, emphasizing creativity fused with IQOS’s commitment to progress.
Could you tell us about your decision to partner with IQOS, especially as a non-nicotine user? What motivated you to collaborate with them?
I decided to collaborate with IQOS because of their commitment to innovation. When I talk about innovation, I mean progress. I care a lot about this. Progress & innovation is one of our joint missions and we care about the impact we can have on the community; what we can do to make it more positive and how we can make things better. There are so many synergies between us. I think we came together with this kind of spirit, and it just works very nicely. Even as a non-nicotine user, a smoke-free future also makes sense. I.e.: returning from live gigs without the smell of cigarettes on my clothes and in my hair, would be preferential.
The LE collection is known for its distinctive design elements, such as the “Aoki glow.” What inspired these design choices, and how do they reflect your creative ethos?
The ‘Aoki glow’ is all about energy, vibrancy, and futuristic thinking. It reflects my ethos of constant innovation and pushing boundaries, just as IQOS does.
One really great part of this partnership is that they have allowed me to really showcase my DNA in the collab on the design. For this design, I went with more of the vibe that you feel when you’re at a Steve Aoki show. I want the feeling to have that nightlife energy. When I brought those ideas to the design team at IQOS, they did a great job at translating those to make it feel that way, to make it to really have that Steve Aoki tonality and design, they were very excited. And they were open ears to all my ideas. I love that if I work with someone, I really want to feel like I can put my essence into the partnership.
The jacket from your collaboration has garnered a lot of attention. What does this piece represent to you personally, and what were the key design principles that guided its creation?
I have to say that one of the most interesting part for me is the design part. I’m creative, and strive to apply creativity in any possible field. I have my own fashion brand and record label. And I am very involved in the collections that I personally design. When IQOS gave me the opportunity to put my creative side into practice for the products, for IQOS, for the jacket, I got really excited. The jacket is so much more than a design statement, it represents innovation and sustainability. Made from recycled IQOS materials, it symbolizes the shift toward a more sustainable future in fashion.
Sustainability is increasingly important in fashion. How does it factor into your design process, and why is it significant to you personally?
Sustainability has become an essential part of my design process. Creating with respect for the environment is very important to me. As an artist, my responsibility goes beyond just creating beautiful things, it’s also about making sure those things are made with integrity. As creators, we’re responsible to push artistic boundaries while also ensuring that our work is environmentally responsible.
Looking ahead, what can fans and consumers expect from future collaborations or projects with you? Are there any specific themes or innovations you’re excited about exploring?
I’m excited to explore new ways to connect with my fans through music and art.
My life is one long adventure, traveling and experiencing a thousand different things. So, I just let my surroundings determine what’s next. I’m very lucky and privileged to be able to do this. For people who have this urge to travel and experience the world, it’s great. The best things happen when they’re unexpected, when you can’t plan for it, just let them happen. The coolest collaborations, the most insightful and inspiring moments that have sent me on creative journeys have mostly come when I’ve allowed just being in the moment and going with the flow.
