Ludacris is bringing his icon standing and love for trend to a brand new marketing campaign.
From his radio hits and starring roles in action-packed movies to his memorable crimson carpet appears and newest well-liked industrial gig for State Farm insurance coverage (you already know the one!), his standing as one of many business’s most influential stars is simple.
However upon listening to the phrase “icon” related together with his 24-year (and counting) profession, he accepts the reward humbly. “Which means one thing. I thrive to be that,” he tells PEOPLE.
Whether or not or not feels he is achieved this top of success, the three-time Grammy winner has, the truth is, made his mark, which is why Swiss watch model Movado got here to him for its new marketing campaign.
“It’s a full-circle second for me,” the Quick & Livid star, 46, tells PEOPLE of partnering with the label, which has been crafting timepieces since 1881.
Mert Alas and Marcus Piggott
Ludacris’ journey with Movado began at a younger age: His mother gifted him his first look ahead to Christmas when he was round 11 years outdated.
“That is proper on the time the place you begin actually sort of evolving into your individual private model,” he says. He noticed his dad put on Movado’s timeless designs rising up and ultimately began investing in his personal assortment. “I’ve at all times been a fan. That is only a testomony of how lengthy I have been rocking with them,” he explains.
In the present day, he stars in Movado’s “Once I Transfer You Transfer” international marketing campaign modeling the Bold Quest Gold watch alongside Julianne Moore, Jessica Alba, San Francisco 49ers operating again Christian McCaffrey and Staff USA basketball star Tyrese Haliburton.
Lensed by photographers Mert Alas and Marcus Piggott and directed by Robert Lussier, the celebrities exhibit their Movado equipment whereas grooving to Ludacris’ monitor “Stand Up,” which earned him the #1 spot on the Billboard Sizzling 100 chart in 2003 and a Grammy nomination in 2004.
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Movado and Ludacris are an ideal match for one another as a result of they reside by the “similar motto” as Ludacris says.
“I am consistently in movement. I am consistently evolving. They are saying in case you do not evolve, you may evaporate. You’ve a foundational factor of issues that you simply persistently do, however you additionally strive new issues. A number of synchronicities by way of the way in which that we evolve,” he explains, referring to how he pertains to the corporate’s model codes and messaging.
Movado/Mert Alas & Marcus Piggott
And boy has he developed — that’s, relating to his model.
Ludacris doesn’t remorse his previous trend selections — however he can also’t imagine he as soon as wore these “dishevelled ass garments” of his within the 2000s. “On the time, it was fully regular [to wear oversize clothing],” he admits, “however 10, 15 years later trying again it’s like, ‘How the hell was I okay with it being that dishevelled?’”
Now he enjoys dressing up in traditional and refined appears, which is why Movado slips into his wardrobe effortlessly. He feels the “most snug” when he’s in a “casual-fly” outfit that, come fall, will encompass his seasonal closet staples: sweater vests, blazers, a swimsuit with a T-shirt, comfortable footwear and naturally his favourite watches. “It is comfortability-meets-casual-meets sporty,” he says.
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Movado/Mert Atlas & Marcus Piggot
On the finish of the day, no quantity of fame can knock Ludacris off the course of being his most genuine self.
“Man, simply be your self, be snug, be distinctive,” he tells PEOPLE of the model recommendation he’d cross all the way down to his youthful self, like a heirloom watch maybe.
“You are by no means going to know precisely what you’re really snug with till you experiment with various things. Not being afraid to be criticized throughout your experimental stage as a result of how else are you going to succeed in the vacation spot of your true confidence and the place you are alleged to be except you are capable of be fearless.” (Mic drop.)
Be taught extra concerning the Movado marketing campaign on movado.com.
