Avicii for Ralph Lauren Denim & Supply
Either Ralph Lauren has suddenly become more Euro, or EDM is now really just THAT American, because Avicii for Ralph Lauren Denim & Supply works, strangely enough.
Avicii seems to think so too: ”I express myself through my music and what I wear,” he said in a statement. “Most days you can find me in jeans and a flannel shirt, so to me, Denim & Supply Ralph Lauren fits my lifestyle and aesthetic. It’s been a great collaboration and I’m honored to be a partner with them.”
A music video is a key element of the campaign, featuring his latest track, “Silhouettes.” Watch the teaser below. It will be released on August 3, in perfect coincidence with his Lollapalooza concert.
I just hope that this partnership will result in ravers choosing classic denim and button downs over the eyesore neon spandex and glitter from now on.
*Sources: Rollingstone, Billboard, Dancing Astronaut, NY Mag, GQ