Avicii x Ralph Lauren Denim & Supply: first photos and video of the campaign
We first brought you the news that Avicii had signed on to be the face of Ralph Lauren’s Denim & Supply Fall 2012 line back in April. That story has come to fruition as some of the first images of the campaign have surfaced online today. In addition to print advertisements, the full campaign will feature a Silhouettes remix music video filmed by photographer Mark Seliger that is set to be released on August 3rd.
Avicii has been at the forefront of the dance music explosion, and while we’ve seen other DJs crossover into consumer products like headphones and clothing lines, this is the first time we’ve seen one get into modeling. While Avicii was briefly featured in a Bud Light Platinum Super Bowl Commercial, partnering with a major fashion label — especially one as American as Ralph Lauren — solidifies the value of Avicii’s brand and relevance in American pop culture. Will this campaign change the unofficial rave dress code from ‘Party With Sluts’ tank tops to flannel and plaid? Only time will tell. Check after the break for a preview of the music video and a few of Avicii’s modeling shots.