Lucky Brand announces Charlie Puth as new brand ambassador

Lucky Brand has appointed Charlie Puth as its newest brand ambassador, the denim and lifestyle label announced Wednesday.

The partnership continues a music-led positioning the brand has leaned on since its founding in 1990. Lucky Brand said the tie-up reflects a long-standing association with artists and creators who, in its framing, "make their own luck" — a line that has anchored its brand messaging for more than three decades.

"Lucky Brand has always been inspired by people who express themselves unapologetically and leave their mark on culture," said Marisa Thalberg, chief marketing officer of Catalyst Brands, operating partner for Lucky Brand. She described Puth's originality and craft as making him "a natural partner" as the company builds out a brand centred on individuality and the link between style and music.

Stefani Fleurant, executive vice president of sports and lifestyle marketing at Authentic Brands Group, which owns Lucky Brand, said Puth's work resonates across audiences and generations, and reflects the independent spirit built into the label's story.

"I’ve always believed the best work comes from staying true to who you are," Puth said 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."

Commercially, the deal is being framed as a step in Lucky Brand's cultural repositioning and retail expansion. The campaign will run as an integrated programme across paid media, owned channels, organic social, in-store marketing and select wholesale partner activations.

Lucky Brand also said it will continue to spotlight artists, creators and innovators through the season, suggesting Puth is the lead name in a broader roster-style approach rather than a single-face campaign.