RESOLVING THE LEDGER
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Charlie Puth just got a lucky break.
The Grammy-nominated singer, songwriter, and producer has his wardrobe all sorted out, thanks to a new partnership with Lucky Brand .
The pop artist is the latest brand ambassador for the American apparel and lifestyle specialist, known for its vintage-inspired denim, casual wear, and slacker-rock aesthetic.
“I’ve always believed the best work comes from staying true to who you are,” Puth remarks in a statement. “That’s what drew me to Lucky Brand. There is a genuine appreciation for individuality and the confidence to do things your own way, and I’m excited to be part of a brand that celebrates people who make their own luck.”
Expect to see a well-dressed Puth fronting campaigns in-store, online, across paid media, through activations, social posts and elsewhere. Check out the launch promo below.
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Puth, remarks Stefani Fleurant, executive VP, sports & lifestyle marketing at Authentic Brands Group, which acquired Lucky Brand in 2020, is “an artist who has always stayed true to his vision, and that makes him a natural fit for Lucky Brand. He reflects the independent spirit that has been part of our story from the very beginning.”
Marisa Thalberg, chief marketing officer of Catalyst Brands, operating partner for Lucky Brand, echoes those comments. “Charlie embodies that spirit in a way that feels effortless,” she remarks. “His originality, curiosity and passion for his craft make him a natural partner as we continue building a brand that celebrates individuality and the enduring connection between style and music.”
Puth is on something of a lucky streak. He recently became a dad, he performed “The Star-Spangled Banner” to open the Super Bowl LX at Levi’s Stadium earlier this year, and dropped his fourth studio album, Whatever’s Clever! via Atlantic Records, in March of this year, peaking at No. 46.
Since emerging in 2015 with his guest spot on Wiz Khalifa’s smash hit from Fast & Furious 7 , “See You Again,” which parked at No. 1 on the Billboard Hot 100 for 12 weeks, Puth has landed 13 total songs on the chart, including four top 10 hits.
Also, Puth’s first three studio albums – 2016’s Nine Track Mind (No. 6), 2018’s Voicenotes (No. 4) and 2022’s Charlie (No. 10) – all crashed the top 10 on the all-genres Billboard 200.
After completing his North America and Europe route in support of the new album, the Asia leg of Puth’s Whatever’s Clever World Tour gets underway Oct. 11 at Seoul’s Goyang Stadium, and includes dates in Philippines, Japan, Taiwan, followed by Australia and New Zealand this November.
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