Usher, the eight-time Grammy Award-winning artist, has been announced as the face of Ralph’s Club New York Eau de Parfum, marking a significant collaboration between the musician and the luxury brand. This partnership is not merely a promotional endeavor for Usher; it holds personal significance as he grew up admiring Ralph Lauren, recalling his first encounter with a Ralph Lauren puffer jacket in the ’90s, which represented an aspirational moment in his modest upbringing. The collaboration reflects Usher’s personal growth and evolving style.
Ralph’s Club New York is designed to capture the essence of Manhattan, combining the city’s elegance with contemporary flair. The fragrance opens with a unique blackcurrant accord, complemented by mandarin and bergamot, leading to a heart of lavender, geranium, and creamy bourbon vanilla. The base features a blend of moss accord, fir balsam, and sandalwood, creating a sophisticated fougère-ambery scent profile.
The campaign showcases Usher in stunning Ralph Lauren tailoring, set against a surreal New York backdrop, with visuals captured by Mert & Marcus and choreography by Tyrik Patterson. The bottle design is inspired by Ralph Lauren, featuring a sculptural chrome flacon that echoes a gentleman’s flask, adorned with geometric lines and a prominent “R” diamond motif.
Adding depth to the campaign, Usher reinterprets Frank Sinatra’s classic “New York, New York,” linking the legendary spirit with his own contemporary charisma. Charles Finaz de Villaine, the Global President of Ralph Lauren Fragrances, highlighted the brand’s bold new direction, complimenting Usher as the ideal figure to embody this evolution. Usher expressed that this partnership feels like a homecoming, acknowledging Ralph Lauren’s influence on his personal style and identity.
Ultimately, Ralph’s Club New York Eau de Parfum is more than just a fragrance; it’s a narrative that intertwines olfactory artistry with storytelling, celebrating both New York’s legacy and Usher’s journey. It stands as a harmonious blend of heritage, charm, and modern sensuality, appealing to enthusiasts of both fragrance and fashion.
