Usher channels old-school New York cool in his new Ralph Lauren campaign

Usher teams up with Ralph Lauren Fragrances to launch a scent inspired by New York and the timeless aura of Sinatra.

Usher is embracing a new creative era as the face of Ralph Lauren Fragrances’ latest launch, Ralph’s Club New York Eau de Parfum. Known for reinventing himself across music, fashion, and entertainment, the eight-time Grammy winner now steps into the world of scent, bringing his signature sophistication to the iconic brand.

The fragrance, infused with lavender, bourbon, and sandalwood, is a nod to the golden age of New York and the smooth elegance of legends like Frank Sinatra. Inspired by the city’s energy, Usher composed an original track for the campaign, reimagining Sinatra’s classic “New York, New York” with his own melodic twist. “It was about creating something timeless, yet mine,” he told L’Officiel.

Usher spoke of the city as more than a backdrop. “New York is where I started. It shaped me,” he said, reflecting on the city’s role in fashion, music, and culture. “You can get lost in New York, and that’s the beauty of it. You find yourself.”

The campaign’s visuals were crafted by top talent, including director Jacob Sutton and photographers Mert Alas & Marcus Piggott, alongside choreographer Tariq Patterson. The result is a dynamic short film blending the luxury of Studio 54-era nightlife with Harlem Renaissance flair and modern-day elegance.

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For Usher, the collaboration goes beyond celebrity branding, it’s personal legacy. “This project reflects who I’ve been and who I am now,” he said. “To work with a house like Ralph Lauren, it’s timeless. It means something.”