The Grammy-winning artist brings timeless elegance and modern edge to Ralph Lauren’s latest fragrance campaign, redefining what it means to embody style
Usher has spent decades at the intersection of music and style, and now he’s stepping into a new role that feels like the culmination of his lifelong journey. The multi-award-winning artist has been unveiled as the face of Ralph Lauren’s latest fragrance, Ralph’s Club New York Eau de Parfum. This marks his first time leading a fragrance campaign—an achievement he describes as the fulfillment of a childhood dream.
For Usher, the connection to Ralph Lauren runs deep. Growing up in Chattanooga, Tennessee, luxury brands felt like a distant world. “I couldn’t access Ralph when I was a kid. The first time I owned a Ralph Lauren shirt was a huge moment for me,” he recalls. From those early days, through his rise in Atlanta under the guidance of Jermaine Dupri, to his global superstardom, Usher’s path has been one of determination, vision, and a constant search for self-expression through style.
That journey now comes full circle in this campaign, which is as much about personal legacy as it is about fashion. Photographed by the celebrated duo Mert Alas and Marcus Piggot, the visuals exude an air of classic New York glamour. Usher appears in custom-designed Ralph Lauren pieces—many of which have never been seen before. “A lot of the clothing created for this campaign is unique. It represents the next chapter for me, something I believe honors Ralph Lauren’s legacy while letting me be myself within the brand’s universe,” he says.
The fragrance itself captures the essence of sophistication with a bold edge. Encased in a striking Art Deco-inspired bottle, Ralph’s Club New York Eau de Parfum blends blackcurrant, creamy vanilla, and warm sandalwood to create a scent that feels as iconic as the city it’s named after. For Usher, fragrance is more than a final touch—it’s a starting point. “For some people, fragrance is the last detail. For me, it’s the first. Right after my shower, the first thing I do is choose the scent that will define how I want to feel and present myself that day,” he explains.
The campaign also included a surprise musical moment: Usher recorded his own rendition of the legendary “New York, New York,” made famous by Frank Sinatra. With his signature vocal warmth and modern flair, Usher’s version breathes new life into the timeless anthem, perfectly complementing the campaign’s aesthetic of contemporary classicism.
For Usher, this collaboration feels like a “grand crescendo” in a career that has spanned decades and genres. “My career started many years ago, and I feel like this is a moment that will last as long—if not longer—than my Super Bowl performance. It feels real, organic, another dream realized,” he reflects.
Ralph’s Club New York Eau de Parfum isn’t just a fragrance—it’s an invitation into a world of elegance, energy, and classic design, with Usher as its perfect embodiment. As he stands at the center of this collaboration, he becomes more than just a face for a campaign; he becomes a symbol of what it means to evolve, to dream, and to ultimately arrive.
