Usher is showing off his skills as a pitchman.
The Grammy Award winning singer is the new face of Ralph Lauren Fragrance’s brand-new scent, Ralph’s Club New York Eau de Parfum, which pays tribute to New York City.
Speaking with PEOPLE, Usher recalled how much the Ralph Lauren brand means to him
“It’s a journey come true,” Usher explained.”I couldn’t quite access Ralph. My mom and family couldn’t afford it, so to finally receive a Ralph Lauren shirt was a major treat as a kid.”
He also spoke about recording his first album in 1997 in New York City,how wearing Polo Sport gear represented “New York culture.”
“I had obviously seen advertisements with Tyson Bedford and Naomi Campbell, That made it aspirational,” he said.
There was just something about them. That was my first introduction to Ralph Lauren,” Usher continued. “As I grew older, I learned that there was so much more to offer. There was an elegant side.”
With Usher at the forefront, the Ralph Lauran campaign, which “captures the timeless glamour of Manhattan’s golden age” according to a press release, he’s decked out in the label as well.
“I think we were all in the afterglow of what had happened in Las Vegas,” Usher says of the style direction for the campaign. “I think around that time, I really just decided to dress up for my fans.”
A lot of the clothing that we made for the campaign was special made — never made before, probably never made again — and these were all things that I felt like represented the next chapter for me, represented what I felt was a collaboration that would be worthy of Ralph’s legacy and also would give me the freedom to be myself in his house.”
Of all of his accomplishments, working with Ralph Lauren is one of his greatest achievements,
“I feel proud of where I have gone over time, with fashion. It’s led me to this very timeless character in terms of how I dress,” Usher said. “Whether it’s very formal, or a little bit more relaxed and casual, it’s always fresh.”