The R&B superstar is the new face of Ralph’s Club.
Usher is flashing that megawatt smile. Despite three decades of breaking boundaries and selling millions of records, the multi-hyphenate is not discussing music or movies, but rather ushering in his new Ralph Lauren fragrance, Ralph’s Club New York.
Usher Raymond IV was born in Texas, United States. He started young: he was 15 years old when he released his debut album, Usher, in 1994. His breakout hit, You Make Me Wanna, captured the attention of the world – and mine, as I became a devoted fan. Now, he is talking to FACT from Paris, dressed in a Ralph’s Club leather jacket, a black T-shirt, and boasting a fresh fade. But it’s his magnetic charisma that captures my attention more than the impressive 85 million records sold.
At 46 years old, the R&B icon remains a cultural tour de force. With a Las Vegas residency and a Super Bowl halftime performance under his belt, Usher now steps into a different kind of spotlight: the world of high-fashion fragrance. Usher Raymond is not just the face of Ralph’s Club New York, he’s the embodiment of the Ralph Lauren brand and its ambitions.
Usher recalls: “I was at a dinner, and Ralph Lauren happened to be there. We had a brief conversation. I’d been to his fashion shows in the past and met him in passing, but it was the first time that we ever had a conversation. I let him know that we have something in common, and that was the fact that we share a birthday. This was the beginning of an engagement and of him seeing me in a different light.”
The Ralph’s Club New York campaign is a cinematic love letter to New York. Shot with high fashion finesse and choreographed precision, it’s Usher’s story told through scent and swagger, a homage to the city that launched his career. Directed by Jacob Sutton and choreographed by Tyrik Patterson, Usher shared: “We took three days, and we managed to shoot an entire campaign. We made something that was amazing.”
Having seen Usher live in Abu Dhabi, it’s clear that he’s not only physically fit but also works up a serious sweat. So, if you want to smell him (or like him), this will be the closest you’ll get. And, with all the furore surrounding him feeding cherries to fans during his Past, Present and Future tour, we were surprised that the fruit is not found in the composition of the new Ralph Lauren fragrance.
Much like the man himself, Ralph’s Club New York is bold and layered, a fougère that opens with a note of juicy blackcurrant—a daring first in men’s fragrance—before settling into warm sandalwood and vanilla. “There’s a sweetness to it that I might not have naturally worn or even imagined, that I thought was very attractive. And that was the essence of Blackcurrant. It’s a high note in the fragrance, ” he adds.
“I wasn’t a part of the chemistry, but I was a part of the campaign. The campaign created an opportunity for me to be creative and produce new music. If this fragrance were a song, it would sound bold. It would feel edgy. You want it to leave a lasting impression. You want it to capture your attention. I would imagine that it would be luxurious, timeless, elegant and sensual, ” he explains.
Rewriting a classic
Usher is famous for his R&B-infused soulful ballads and dancefloor anthems. Now, he is reimagining Frank Sinatra’s New York, New York for this Ralph Lauren fragrance campaign. It’s not just a cover, it’s a resurrection. He reflects: “In essence, I reached the pinnacle of success by managing to make it to New York. So having that ability to take this immortalised record and reimagine it, rebuild it, re-embody it, give it a new spirit, and give it a new energy was part of the attraction.”
The song embodies a sense of self-expression. Ralph Lauren is famous for its all-American look, featuring preppy blazers, chinos, polo shirts, and T-shirts. It has had black models, from Tyson Beckford to Naomi Campbell, but this moment puts Usher within that canon. The lyrics wouldn’t be out of place in a rap song and are all about hustling in the big city.
“There was this dance, an attraction to me because of this all-American brand and designer. The other goal was to craft a story that would resonate with and speak to our culture. This was another opportunity to do that, and you know, if you can make it in New York City, you can make it anywhere,” he says.
“This project gave me an opportunity to reimagine something that was iconic already, which is New York, New York, and also to do something that was an American legacy. He is a phenomenal American icon of fashion. For me to be able to have supported that, I thought was great.”
New York has been depicted in songs and on screens in multiple ways, but I was particularly drawn to Usher’s personal vision of the city. He opens up: “My idea for New York City was an element of danger. I think about all the grand parties of the seventies and the eighties. I think about this idea of being able to go out and be amongst people from all different walks of life, but there being music that brings us all together, and that all happens at Ralph’s Club in my mind. So, they allowed me to be a bit of a creative director in creating this dream state of what New York could be, imagined through my lens.”
From fatherhood to the future
Ralph’s Club New York captures the artist in his prime, and it also reveals a man who is increasingly aware of the legacy he’s leaving behind. As a father, Usher is reflective and intentional when asked about his feelings regarding his children entering the industry.
“I would only hope that they would have the fearlessness that I had as a young man and the confidence to be able to go after what they want. I’m not sure if it would be advisable for them to follow in my footsteps, as they have their own paths to follow. If I blaze the trail, it’s great if they wanna pick it up and maybe even take some advice. Hopefully, they’ll listen.”
He continues with the quiet wisdom of experience: “But if my children wanted to be in the music or fashion industry, I would support them. Right now, we’re living in a time where everything is at the click of a button and right there with you. When you think about Gen Z and the things that they have versus what we did, life moved a lot slower then, so we had more time to focus. Now, the distractions of life and what it has to offer can cause you to kinda get off track.”
For Usher, this Ralph Lauren fragrance campaign is more than an endorsement, it’s an extension of a lifelong narrative. From singing on the streets of Atlanta to starring on America’s biggest stage at the Super Bowl, and now a campaign with one of America’s biggest brands, he is at a summit in his career. His ongoing Past, Present and Future tour is reflective of his goals and a man intent on future-proofing his career: “You know, you’re only as great as your commitment. If you choose to do something and you wanna be great at it, then you have to spend time at it”.
The tour has taken Usher from the United States to Europe and the Middle East. He loves the warmth and energy he encountered in the GCC region. He explains: “They love fast cars. But also, they love the best of the best. I will say the people were very lovely. I had the opportunity to play a little golf there. I took a few pictures. I didn’t get a chance to get out much, but when I do, I’m always greeted with love and admiration for what I do.”
With Ralph’s Club New York, Usher doesn’t just leave an impression, he leaves a legacy, scented in confidence and soaked in soul. As he says goodbye, he exudes an effortless warmth, “My pleasure, David. I hope you enjoy the fragrance.”
And now, I’m smiling.
GO: Visit www.ralphlaurenfragrances.com for more information.