Electronica and All-American denim brand Ralph Lauren wouldn’t normally mix. But the label is having a dance makeover, in a unique collaboration between its vintage-inspired offshoot Denim and Supply and Grammy-nominated DJ Avicii.
The Swedish DJ, best known for hit track Levels, will be featured in the Denim & Supply Fall ad campaign and will co-produce a video short to be featured on their website alongside the shoot this summer. The video will include a select group of fans and will be the world premiere of his new exclusive track featured in the ad.
Avicii was recently named as one of Forbes magazine’s World Greatest DJ’s and is about to release an official mix of Madonna’s Girls Gone Wild and Lenny Kravitz’s Superlove.
Picture credit: Joe Gazzola
Ralph Lauren Denim & Supply launched last fall and features vintage-inspired denim and sportswear.
It celebrates bohemian and down-to-earth style with an emphasis on rugged individualism. The frayed denim, tie-dye and cargo jackets are perfect for this weekend’s iconic Coachella festival, where Avicii is performing on Sunday.
The campaign will launch this summer on denimandsupply.com
words: Emma Spedding