RALPH Lauren Fragrances has introduced Ralph’s Club New York, a scent inspired by the city that shaped the brand, with Usher fronting the campaign.
The bottle is modelled after a gentleman’s flask, featuring polished chrome and architectural lines that nod to the city’s Art Deco heritage. As for the fragrance, it opens with a blackcurrant accord, used for the first time in a men’s scent and developed into green Italian mandarin and bergamot, followed by warm layers of Madagascar bourbon vanilla, fir balsam and sandalwood.
Created by senior perfumers Nadège Le Garlantezec and Shyamala Maisondieu, the scent is described as sensual and commanding, specially designed to leave a lasting impression.
Usher for Ralph’s Club New York
At the centre of the campaign is Usher, in what marks his first fragrance collaboration and a first for Ralph Lauren Fragrances as well. New York plays a significant role in his story, as it is where he recorded his first album in 1997, and the campaign, which was directed by Jacob Sutton and photographed by Mert Alas and Marcus Piggott, was filmed over three days with Usher’s creative input, highlighting his connection to the city.
Ralph’s Club New York
Of course, Usher wore a custom three-piece Gregory suit from the American house, tailored in wool and embroidered with black baguette-cut crystals that form a classic pinstripe that reflects the city’s lights.
The campaign also features a new version of “New York, New York,” the song made famous by Frank Sinatra, which all come together to offer a tribute to the city that never sleeps.
by Felicity Carter
See more on ralphlaurenfragrances.com.