Lucky Brand turns up the volume on music with new artist series and in-store activations

Lucky Brand is doubling down on music as a core brand pillar, moving beyond merch and one-off collaborations into a structured program that spotlights emerging artists and brings live performances into its stores.

Following the recent appointment of singer-songwriter-producer Charlie Puth as its newest brand ambassador, the denim and lifestyle label is launching the Mic Drop Artist Series, a multi-month campaign that will highlight four up-and-coming creators across pop, K-pop, soul, R&B, classical, jazz, alternative/indie and rap.

The inaugural cohort — Alina Smith, Greg Banks, Natalie Tenenbaum and Hunna G — will be featured through campaign imagery, interviews, original videos and self-shot content, with each artist also sharing a personal “Make Your Own Luck” story about the moments and influences that shaped their paths.

“Music has always been part of Lucky Brand’s DNA, and we’re having fun finding new ways to bring that connection to life,” said Marisa Thalberg, Chief Marketing Officer of Catalyst Brands, operating partner for Lucky Brand. “These artists each have their own sound, story and point of view, but they all have that same drive to do things their own way. That spirit feels incredibly Lucky Brand.”

The Mic Drop Artist Series kicks off Thursday with Alina Smith, followed by Greg Banks on September 10, Natalie Tenenbaum on September 24 and Hunna G on October 8.

Lucky is extending the series beyond content into physical retail. Starting in September, the brand will host Mic Drop Open Mic Nights at select Lucky Brand stores, giving fans a chance to discover new talent and hear artists perform live.

“Music and style have always gone hand in hand, so we’re excited to see these artists bring their own spin to Lucky Brand as they share the music, influences and creative worlds that make them who they are,” Thalberg said.