The R&B icon has made his fragrance debut with Ralph’s Club New York – a sensual scent that captures the magnetic pulse of the city that launched his career
What does Usher smell like?
It’s a question that now has an official answer. With the launch of Ralph’s Club New York – the latest fragrance from Ralph Lauren – the R&B superstar brings his unmistakable charisma to the world of scent, fronting the campaign for a daring new take on masculine fragrance. Described as “elevated, sensual and commanding,” the eau de parfum is a bold tribute to New York City, a place that represents both origin and aspiration for Usher, who recorded his first album there at the age of 15.
“New York City represents the beginning of my journey,” Usher tells Vogue Scandinavia. “Recording my first album there was a pivotal moment. This collaboration feels like completing a circle – a testament to the power of perseverance and the enduring spirit of New York.”
A long-time fragrance lover (he’s known for scenting different rooms of his home with custom blends) this marks Usher’s first official fragrance campaign. And it’s a notable one. Ralph’s Club New York also happens to be Ralph Lauren Fragrances’ first-ever collaboration with a major award-winning star, and the result is nothing short of a cultural moment: an icon of style meets an icon of sound, in the city that birthed both.
At its heart, the scent defies expectation. A seductive fougère with an ambery-fruity twist, it opens with a burst of juicy blackcurrant – an ingredient rarely, if ever, seen in men’s fragrance. “It dares to use blackcurrant in a way that's never been done before,” Usher says. “It’s not what you’d typically expect, which makes it intriguing.” While there’s no cherry in the mix (a surprise, given Usher’s now-signature “cherry girl” moment at each stop of his recent Past Present Future tour) the scent still packs plenty of fruity allure.
The unconventional top note is rounded out by Italian mandarin and bergamot, moving into a lush, sensual core of moss accord, fir balsam and bourbon vanilla from Madagascar. The base deepens with lavender, geranium and sandalwood, evoking warmth, depth, and a touch of refined indulgence. For Usher, it conjures “a sense of confidence, sophistication and allure. It’s a scent that’s both familiar and unexpected, embodying the energy and dynamism of New York City.”
The bottle is equally considered: a sculptural chrome flacon, reminiscent of a polished gentleman’s flask, with clean Art Deco-inspired lines that nod to the city’s architectural golden age. Weighted and reflective, it’s designed to be kept, admired, and worn like a piece of fine jewellery – a physical extension of Ralph Lauren’s universe.
Throughout the campaign – shot by Mert & Marcus and choreographed by Tyrik Patterson – Usher appears as a modern-day leading man, dressed in classic Ralph Lauren tailoring with a twist: think a three-piece Gregory wool suit, but adorned with black baguette-cut crystals to mimic the label’s signature pinstripe. The accompanying film, directed by Jacob Sutton, sees Usher ascend through a stylised, dreamlike New York: a visual metaphor for creative ambition. “If you can make it in New York, you can make it anywhere,” he says, echoing the age-old adage immortalised by Frank Sinatra.
There’s music, too. For the campaign, Usher fittingly recorded an exclusive reinterpretation of the classic Sinatra anthem 'New York, New York', reworking it with his signature sound. The track – smooth, soulful, and deeply nostalgic – soundtracks the film and brings the entire campaign full circle. It’s a bold and elegant move, bridging past and present, tradition and evolution. In many ways, it mirrors the ethos of the scent itself.
So who does Usher imagine wearing Ralph’s Club New York? “A man who is confident, sophisticated and comfortable in his own skin,” he says. “He appreciates quality and craftsmanship, and he’s not afraid to take risks. He understands that fragrance is an extension of his personality, a silent statement of his style.”
And when it comes to applying it? “I spritz it everywhere,” he admits with a grin. “Fragrance is an integral part of my creative process. Just like music is composed of notes, scents create an atmosphere and evoke specific feelings. Ralph’s Club New York is the kind of scent that stays with you, a constant reminder of your own sophistication and confidence.”
It’s official: the man smells as good as he sounds.
