Ralph Lauren is a brand that has always been synonymous with traditional Americana style. However, thanks to its Denim & Supply diffusion line and the resulting collaboration with EDM recording artist Avicii, the household label shows that an urban aesthetic is just as much part of its repertoire.

The 22-year-old DJ not only stars as the face of the Fall 2012 collection, but has also created an exclusive remix of his new single Silhouettes for the accompanying campaign film.

Showcasing an effortlessly relaxed style throughout, the brand proves that it can do contemporary just as well as classic.

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Tags: Avicii, collaboration, Denim & Supply Ralph Lauren, Fall 2012