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Charlie Puth is the newest brand ambassador for iconic denim and apparel company, Lucky Brand, but to hear the singer
put it, the partnership is more about celebrating perseverance than betting on luck.
“What I like about Lucky is that it’s not just about fashion, it’s about a mindset,” Puth tells Rolling Stone. “The idea of making your own luck really resonates with me because my career and my music have never been about waiting for the perfect moment,” he says. “You can’t always control what happens, but you can trust your instincts, take chances and create your own path.”
The Grammy-nominated singer’s path has taken him around the world over his decade-plus career, playing shows for thousands of people a night, while lending his voice to memorable earworms that still rock a playlist today. Now, it’s taken him back home, and to the mall, with the “Attention” singer starring in Lucky Brand’s latest campaign, which will be seen in retail stores, on social media, and in advertisements online.
The photos find Puth sporting his favorite Lucky Brand 181 Relaxed Jeans and 281 Baggy Jeans, paired with elevated basics and vintage-inspired closet staples. The new dad stays stylish in pieces that let him easily chase around his five-month-old son, Jude Crawford, yet wouldn’t look out of place under the spotlight on stage either (Puth’s campaign also arrives just in time for Back to School season, which is always a popular time to shop at Lucky Brand).
Lucky Brand says they chose to work with Puth thanks to his creative spirit and individuality, expressed both through his music and his personal style.
“Lucky Brand has always been inspired by people who express themselves unapologetically and leave their mark on culture,” says Marisa Thalberg, Chief Marketing Officer of Catalyst Brands, operating partner for Lucky Brand, in a press release. “Charlie embodies that spirit in a way that feels effortless. 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.”
“I’ve always believed the best work comes from staying true to who you are,” says Puth. “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.”
Rolling Stone caught up with Puth to talk about his new campaign, the evolution of his personal style, and the music he’s hoping to impart on his son.
You probably get asked to partner with brands all the time, so what was it about Lucky Brand that made you want to say yes?
I think the biggest thing was that Lucky felt like me. I’ve been a fan of the brand for a long time, and actually wore Lucky Brand on a magazine cover earlier this year, because effortless and authentic are who I am. It is cool to see that connection come full circle.
I also appreciate that Lucky has a real history with denim. They’ve been making great jeans for decades, and you can feel that experience in the details, the fit, and the way they make denim that feels good and is genuinely fun to wear.
Lucky Brands is so nostalgic to me — what are your earliest memories of shopping at the store or wearing their jeans?
Growing up in New Jersey, I spent a lot of time at the mall, and Lucky was one of those brands that always felt cool and familiar. There’s something really special about coming back to a brand you remember from growing up, and I think that’s part of what makes Lucky special.
This campaign celebrates the connection between music and fashion. Have you had to start thinking about your presentation and styling more in recent years?
When I first started, I was all about the crafting the right sound. I was so focused on writing and producing that I didn’t always think about everything around the music.
Of course, the music will always be my main focus, but I’ve learned that the visual side is another part of the story. The clothes, the videos, and the artwork all help create the world around a song before someone even hears it. Music and style are both forms of self-expression. Whatever I wear has to feel like me, and if I can’t move around in it or sit at a piano for hours, I’m probably not wearing it.
How would you say your style has changed or evolved since you first started in the industry?
The older I get, the more I know what feels like me. When you’re younger, you’re experimenting and figuring out what works. Now, I’m still doing that along with looks that feel classic and with personality to them.
I’ve always gravitated towards clothes that feel effortless but still have personality. A great pair of jeans or jacket, some vintage pieces, those are the things I always come back to. The quality matters because those are the pieces you end up living in. That’s what I’ve always liked about Lucky. It has that lived-in quality from the start. I love it when clothes become part of your life rather than something you’re just wearing for a moment.
AS SEEN ON CHARLIE PUTH
Lucky Brand 281 Baggy Jeans
Bonus: use promo code LUCKY25 to save 25% off purchase of $150 or more at LuckyBrand.com.
A good pair of jeans never goes out of style, but there are also denim trends that come and go. How do you balance writing songs that touch on a musical trend versus focusing on timeless anthems?
I’m always paying attention to what’s happening in music because I love hearing what other artists are doing. Trends are exciting because they push people to experiment and try new things. But I think the mistake is chasing a trend instead of chasing a feeling. Sounds change, production changes, but emotions don’t really go away.
Is there a secret to writing a “timeless” song?
For me, the song has to work before all the production. If it’s just a vocal, a piano, and a melody, and it still makes you feel something, that’s usually a good sign. I don’t think there’s a formula for writing something timeless. You just have to make something honest enough that people can find their own story in it.
GET THE LOOK
Lucky Brand 181 Relaxed Jeans
Available in sizes 28 to 42.
I need to ask: how has daddy duty been?
It’s been amazing. I’m learning as I go, obviously, but becoming a dad gives you a completely different perspective on everything. You start noticing little moments that you probably wouldn’t have paid any attention to before.
Has Jude gravitated towards any songs yet?
Jude is around music all the time, so I’m really curious to see what he naturally vibes with. I’m really excited to share music with him and see what he ends up loving on his own. It’ll be fun to watch him develop his own taste and have those moments where we connect through music. I’m trying not to influence him too much, but I’d be lying if I said I’m not hoping for at least a little Beatles phase.
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