Charlie Puth has become a brand ambassador for Lucky Brand, the American denim and casual-wear label, fronting campaigns across in-store displays, online platforms, paid media and social channels. The partnership positions the Grammy-nominated singer, songwriter and producer as the face of a company known for vintage-inspired denim and a laid-back aesthetic, with both sides framing the tie-up around shared values of individuality and staying true to one's own style.

The announcement comes during a strong period for Puth, who recently became a father, performed the US national anthem at Super Bowl LX, and released his fourth studio album, Whatever's Clever!, in March, which reached No. 46 on the charts. Since his 2015 breakthrough on Wiz Khalifa's "See You Again", a 12-week Hot 100 No. 1, Puth has racked up 13 chart entries including four top 10 hits, and his first three albums all reached the Billboard 200 top 10. His Whatever's Clever World Tour continues into Asia and Oceania from October, with dates in South Korea, the Philippines, Japan, Taiwan, Australia and New Zealand.