Preview: Avicii for Ralph Lauren's Denim and Supply - Rolling Stone
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Preview: Avicii for Ralph Lauren’s Denim and Supply

The dance king pairs with the all-American brand

avicii Ralph Lauren

Avicii photographed for Ralph Lauren Denim & Supply.

Mark Seliger

As part of a summer-long unveiling of Swedish electronic king Avicii’s collaboration with their Denim and Supply line, Ralph Lauren has released images of his first-ever ad campaign as well as a sneak peek of his upcoming collaborative remix video for “Silhouettes,” which Rolling Stone will premiere later this summer. 

The ads, shot this spring in New York by  Mark Seliger, features Avicii as an impressively stoic, Nordic presence contrasted against scenes of comfortably rustic Americana. Naturally, he makes the organically masculine clothes pop: earthy palettes, chambrays, denim, flannel and leather dominate the classically-minded fall Denim and Supply collection, and the DJ brings them a casually modern allure.

“I express myself through my music and what I wear,”  Avicii comments in a statement. “Most days, you can find me in jeans and a flannel shirt, so to me, Denim and Supply Ralph Lauren fits my lifestyle and aesthetic.” Just how far that interweaving of gritty style and sleek sound goes, we’ll find out next month when we premiere a special new interpretation of “Silhouettes.”

In the meantime, here’s a preview:

Exclusive: Avicii Collaborates With Ralph Lauren Denim and Supply


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