Lucky Brand is bridging music, fashion and culture to create a more meaningful connection with consumers this fall.

On Wednesday, the brand announced Grammy-nominated singer, songwriter and producer Charlie Puth is its newest brand ambassador. The brand said the partnership reinforces its longstanding connection to music and reflects a broader strategy to “meet consumers where fashion and culture intersect,” while staying true to the authenticity that has defined the brand for decades.

“Lucky is deeply rooted in culture and music has been woven into Lucky Brand’s DNA for more than 30 years, shaping how we design [and] tell stories. From our iconic band tees and festival activations to the curated music mixes we sold in our early years, music has always been part of the Lucky Brand experience,” said Marisa Thalberg, EVP, chief customer and marketing officer for Catalyst Brands, the company that owns Lucky Brand. “It’s a brand that celebrates creativity, self-expression, the fun of finding your own style and making your own luck.”

Those qualities align with the “We Don’t Talk Anymore” singer, who Thalberg said is a “longtime fan” of the brand. Lucky Brand teased the partnership with Puth earlier this summer with a short film tied to his cover story in Flaunt Magazine.

“Charlie embodies the spirit at the heart of Lucky Brand today,” she said. “Throughout his career, he has trusted his instincts, charted his own path and built success on his own terms. That journey mirrors Lucky Brand’s ‘Make Your Own Luck’ philosophy, making him a compelling partner to bring the brand’s message to life, and who knows how to have fun along the way.”

The partnership marks a new chapter in Lucky Brand’s relationship with music, moving beyond its legacy of band tees and concert merchandise. The first taste of this new strategy debuted last summer when Lucky teamed up with pop star Addison Rae on new low-rise jeans. Throughout the remainder of the year, Thalberg said the brand will spotlight emerging artists, using their stories to “showcase the full range of styles, silhouettes and personalities that define Lucky today.”

With this broader creative platform, Lucky Brand aims to carve out a distinct position in the competitive denim market by creating denim with character, distinctive fits and a clear point of view that empowers customers to express their individuality.

“Denim has always been at the core of Lucky Brand, so it is exciting to see renewed energy and consumer interest across the category. Denim is deeply personal. Whether it is a favorite fit, a lived-in wash or a silhouette that reflects individual style, consumers continue to seek pieces that feel authentic to them,” Thalberg said. “That is where Lucky Brand stands apart. Our denim expertise combined with our connection to music and culture, allows us to create denim that feels timeless while still giving people room to make it their own.”

The fall collection balances nostalgia and modern style. For men, the 181 Relaxed and 281 Baggy fits worn by Puth in the campaign capture the shift toward more relaxed silhouettes that consumers are embracing today. Meanwhile, the women’s assortment sees the return of the Lil Maggie, an ultra-low-rise flare that helped define the early 2000s denim era.

“We’re serious about making great jeans, but we’ve never believed denim has to be serious,” Thalberg said. “There’s always been an element of creativity, personality and fun in how we approach the category.”