Ralph Lauren Denim & Supply seems to be trying to rebrand rugged New Americana for the less rugged New Radio, at least if this new campaign by the workwear imprint says anything. Trumped up by Swedish DJ superstar Avicii, who looks evermore like Grizzly Bear’s Chris Taylor in flannel and baggies, the slot casts denim as the go-to uniform for the studio, loft makeout sessions, and raves — a loose, versatile look that transitions easily from Avicii’s day cab to the DJ booth at night. While we haven’t worn jeans to a rave since they were baggy and dayglo, these guys might be on to something; casual wear in the club is refreshingly no-pressure, plus the model’s lace corset paired with Sgt Pepper’s jacket is cute, if a bit more Nashville than Ibiza.
No matter: “Silhouettes,” Avicii’s crisp VIP remix of his own song on the soundtrack, is an EDM analog to central A/C — breezy, refreshing, de-pressurizing, kinda like rolling out of bed and and donning double denim. If you’re going to Lollapalooza tomorrow, you can replicate this clip live: Avicii takes the stage at 8:30 p.m., and unlike any other summer festival, Lolla seems like a jeans kind of affair. (For the rest of your Lolla needs, check out our rundown of 30 essential sets.)