*Usher is once again aligning himself with legacy.
The Grammy-winning artist, who’s partnered with companies such as Coca-Cola, Rèmy Martin, Microsoft, and Skims, is now the face of Ralph Lauren’s latest scent—Ralph’s Club New York.
“This was an opportunity for me to be part of a legacy,” Usher tells The Hollywood Reporter. “When you think of Ralph, you don’t think of one concept or idea. You think of the legacy and who and what he represents.”
Though the fragrance pays homage to the energy of New York City, the campaign visuals were captured across the country. “I wish we could say we shot it in New York,” Usher admits. The campaign still channels that unmistakable NYC edge, with Usher donning signature Ralph Lauren looks, including the ensemble he wore to the 2025 Met Gala.
In a standout moment, the singer takes on a timeless anthem: Frank Sinatra’s “New York, New York.”
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“His version of the song is like none other,” says Usher. “So I created my version of ‘New York, New York,’ still keeping the same idea of what the story represents, that if you make it in New York, you can make it anywhere.”
The scent itself—fougere, ambery, and fruity—delivers bold top notes of blackcurrant accord, with a heart of lavender and bourbon geranium, and a deep finish of bourbon vanilla and sandalwood. It’s crafted for the colder months but designed to turn heads year-round.
Packaged in a full chrome bottle featuring a black rhombus symbol, Ralph’s Club New York reflects strength, community, and the ambition of those who dare to rise in the city that never sleeps.
“It’s igniting this kind of energy. It’s bold. It’s confidence,” Usher says of the scent. As for his application method? “Some people wear [fragrance] as an accessory, the icing on the cake. For me, I’m out of the shower, I’m putting on the essence. Then I put clothes on. Then I’ll spray one or two more times.”
Whether through voice or scent, Usher’s latest move is a celebration of identity, tradition, and reinvention—with New York flair and Sinatra swagger built in.
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