Ralph Lauren Fragrances has tapped eight time Grammy Award-winning artist Usher to front its new Ralph's Club New York Eau de Parfum.
The campaign for the fougere ambery scent, which is said to capture “the timeless glamour of Manhattan's golden age”, sees the R&B singer reimagine Sinatra’s ‘New York, New York’, bringing his own flair to the famous tune.
The partnership marks the luxury fragrance brand’s first partnership with a major music star as it enters a new elevated era in men’s fragrance.
“Ralph Lauren Fragrances is entering a new chapter that is more daring and outspoken than ever,” said Charles Finaz de Villaine, Global President Ralph Lauren Fragrances.
“Usher is the dream artist to bring this power, creativity and boldness to life."
Usher has sold more than 80 million records and is best known for hits ‘Yeah!’, ‘U Got It Bad’, ‘Confessions’ and ‘Hey Daddy (Daddy's Home)’.
The 46-year-old artist was chosen as the face of Ralph's Club New York for his “enduring sophistication, electric aura and sensual magnetism”, read a statement from the brand.
Usher has also hosted a record-setting Las Vegas, US, residency and nurtured emerging talent through his New Look Foundation, which has empowered more than 60,000 teens over the past 25 years.
Ralph Lauren Fragrances new Ralph's Club New York
"I have the greatest respect and admiration for what Mr Lauren has accomplished and I could not be more happy and proud to join Ralph Lauren Fragrances,” said Usher.
“This is a brand that represents the best of who I want to be as an entrepreneur, a creator and a man.
“I am inspired and energised – this partnership feels like coming home."
Ralph's Club New York Eau de Parfum (£120 for 110ml) comes in a silver flask-style bottle with the brand’s signature logo embossed on it.
The top notes are blackcurrant, green mandarin and bergamot; followed by a middle of lavender, geranium, and sandalwood; and a base of oak moss, balsam fir and bourbon vanilla.
Image credit: Mert Atlas & Marcus Piggott for Ralph Lauren Fragrances.