Ralph Lauren and denim are arguably two of the most American facets of ready-to-wear designer clothing.
But in a surprising move, the company that brought country club duds to prominence in the late 1960s has gone Swedish. In fact, they've gone Swedish house.
This week, Avicii will film the "video element" of the Ralph Lauren Denim and Supply ad in New York City. The spot, co-produced by the Swede, will feature a new track and "some of the DJ's biggest fans for good measure."
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The 22-year-old superproducer recently made headlines after Madonna dropped an ecstasy reference while introducing his Ultra Music Festival set. Her appearance seemingly pissed everyone off, including Deadmau5 and Paul van Dyk who criticized Madge for babbling about drugs at an electronic music festival.
Wait till they find out that Ralph Lauren's EDM-inspired blue jeans include a Molly pocket.
Avicii's Le7els. Friday, June 8. American Airlines Arena, 601 Biscayne Blvd., Miami. The show starts at 8 p.m. and tickets cost $37.50 to $90.75 plus fees via ticketmaster.com. Call 786-777-1000 or visit aaarena.com.