Ralph Lauren is launching its new fragrance Ralph's Club along with a virtual club featuring Gigi Hadid and Luka Sabbat.
The iconic U.S. fashion company is celebrating its first new men's scent franchise since 2003's Purple Label and has lined up a host of stars to promote it.
The cologne is inspired by Ralph Lauren's New York show in September 2019 and embodies the glamour of the early 20th century.
"Ralph's Club represents to me the pinnacle of New York glamour," said designer Ralph Lauren, reports WWD. "It's more than a place to see and be seen - it's an experience. An evening at Ralph's Club is one you'll remember forever."
To support the launch, a virtual reality club will give fans a look behind-the-scenes at the campaign featuring models Gigi and Fai Khadra, plus actors and models Luka and Lucky Blue Smith.
Alexandre Choueiri, Global President of Ralph Lauren Fragrances, said the stars are the perfect fit for the campaign.
"At Ralph Lauren, we like to be authentic," Alexandre explained. "We don't choose people for their celebrity power or their criteria as much as we choose people that are part of the Ralph Lauren world.
"They say they've worn Ralph Lauren since they were children or have a long history with the brand. We wanted a very diverse cast, and they're also all friends so it was a very natural thing."
Each star will lead the user through a different part of the club, with Gigi and Fai acting as hosts in the VIP lounge, while Lucky will present a tour of the Sensorium where fans can view the fragrance bottle, learn about the ingredients and buy the scent. Grown-ish star Luka is based at the Centre Stage alongside Prince Charlez, who will perform original music for the event.
Anyone who has purchased the fragrance can access the virtual club from 1 July via a QR code, while everyone else will have to wait for the global opening on 1 August.
Ralph's Club is available to buy from Wednesday in the U.S. from ralphlauren.com at $60 (£43) for 30ml.
The fragrance boasts notes of lavandin, clary sage and Virginia cedarwood and was created by master perfumer Dominique Ropion.