Jul 10, 2012

Avicii for Denim & Supply Ralph Lauren Ad Campaign


New York, NY — On the heels of his headlining summer arena tour, Denim  and  Supply  Ralph Lauren  unveils the first images of the Grammy® nominated mega DJ and producer, Avicii, in the Denim Supply Ralph Lauren Fall 2012 advertising campaign. 

Shot in New York City by notable celebrity photographer Mark Seliger, the images debut globally through in-store signage, fashion and lifestyle publications, as well as outdoor and online advertising.

“Music is an integral part of the Denim and Supply  Ralph Lauren brand identity. By partnering with a talented artist like Avicii, we are creating a synergy between fashion and music and giving our customers a way to personally connect with the brand,” said David Lauren, Executive Vice President of Advertising, Marketing and Corporate Communications.


As part of the collaboration, Avicii has co-produced with Denim  and Supply  Ralph Lauren an exclusive music video for the remix of his newest track, Silhouettes, which will premiere later this summer. For a sneak-peek - check out  DenimandSupply.com for a teaser of the remix and video.

“I express myself through my music and what I wear. 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.” said Avicii

For Fall 2012, Denim and Supply Ralph Lauren makes a bold statement with southwestern inspired touches and edgy color combinations drawn from the youthful style of American outdoor music festivals. Chambray and plaid flannel shirts, rock ‘n’ roll inspired outerwear like a fringed black leather motorcycle jacket and Sherpa-collar denim trucker jackets – are effortlessly rugged.
About Avicii 
Tim Bergling known professionally as Avicii (At Night Management) is a Swedish electronic DJ, remixer and record producer. Best known for his mega-hit Levels, which racked up an astonishing 20+ million Vevo hits before its official release, Avicii has used music blogs and social media as a platform to launch his career. Recently he was named one of Forbes Magazine’s World Greatest DJ’s, in 2009 he was crowned “Breakthrough Producer/DJ of the Year” in DJ Magazine and is currently the number 6 DJ in the world in DJ Magazine. He performed with Madonna at this year’s Ultra Music Festival and released official mixes of Madonna’s Girls Gone Wild and Lenny Kravitz’s Superlove Most recently Avicii has announced his very first residency on the influential island of Ibiza - at Ushuaia Beach Hotel - with a strong lineup every Sunday kicking off on July 15 through August 26 (with the exception of August 5).
About Denim and Supply
Launched in Fall 2011, Denim and Supply  Ralph Lauren appeals to the millennial generation that prides itself on creating personal style through self expression and individuality. Denim and Supply Ralph Lauren offers a new approach to denim and jeanswear, capturing the weathered character of vintage-inspired pieces and effortlessly styling them with an independent spirit. Earthy, bohemian and rugged, Denim and Supply  Ralph Lauren is a modern statement of free-spirited, down-to-earth style. Denim  and  Supply Ralph Lauren is available exclusively at Macy's stores nationwide, in Europe, Asia and DenimandSupply.com.

Simonetta Degano
Press Associate 
Ralph Lauren