Fashion has always been a pretty important part of the A$AP Rocky experience. The 26-year old is known for his natty duds, has his own fashion line and is dating top model Chanel Iman.

In his new song and video "Multiply," the Harlem MC lays down the gauntlet.

"I'm the motherfuckin' lord of this fashion shit," he raps. "Don't I deserve to brag just a bit?"

In the single, he name drops up-and-coming labels Balmain and Margiela and bashes streetwear brands Hood By Air and Been Trill, who will have trouble responding because they are not rappers.

Just yesterday, we learned that Gucci was the most dropped name in Hip Hop history.

Interestingly, Rocky makes no mention of Gucci. Or Versace, Prada, Chanel, Armani, or any of the prestige brands which have dominated rap's lyrics over the years. The Fashion Killa is definitely next generation with both his look and lyrical content.