Yellowstone’s Luke Grimes to be New Face of Stetson Fragrance – WWD

Yellowstone’s Luke Grimes to be New Face of Stetson Fragrance – WWD

Luke Grimes could have been born and raised in Ohio, however he now calls Montana dwelling. 

It didn’t take lengthy for Grimes, who performs Kayce Dutton, the son of patriarch John Dutton, within the hit Paramount sequence “Yellowstone,” to fall in love with the West. 

“I’ve at all times felt a kind of calling from the mountains,” he stated. And his spouse Bianca felt the identical. “When we obtained married, we didn’t need to stay in L.A.,” he stated. “My spouse is from Brazil and I’m from Ohio so we didn’t actually have any ties to L.A. and needed to elevate a household some other place.”

They had been married in 2018, the 12 months “Yellowstone” debuted, and when she joined him on set at the Chief Joseph Ranch in Darby, Montana, the place the sequence is filmed, it modified their lives.

“We moved to Austin, Texas, first, however that was in 2020 throughout the pandemic, so it was type of a wierd time to transfer to a brand new metropolis. And then she got here with me to work in Montana. She was there the entire 4 months and simply fell in love with it.”

Grimes stated he’s at all times been drawn to the outside, so it wasn’t a lot of a stretch for him to transfer there — or to signal on as the brand new face of Stetson perfume. 

Grimes, who follows Tom Brady and Matthew McConaughey in that function, stated Stetson performed a giant half in his life rising up.

“I grew up lower-middle-class and we went to Walmart, and Stetson cologne is one thing I grew up with — my dad wore it. It’s such an American staple — and not simply the perfume, however the hats and the garments, it’s a reputation you hear rising up for those who’re from rural America. So when this chance got here alongside I simply thought it was such an excellent match. It’s an excellent model to get in a partnership with and truly be ok with — one thing that wouldn’t really feel too international to me, as a result of I’d grown up round it.”

The perfume, which is created in partnership with Scent Beauty, just lately celebrated its fortieth anniversary and Grimes will function the spokesperson for each its grooming and perfume merchandise. The marketing campaign was shot on the Diamond Cross Ranch exterior Jackson Hole, Wyoming, by director and photographer Blair Getz Mezibov, and highlights Grimes in his aspect in opposition to spectacular Grand Tetons backdrop. 

“Since its founding in 1865, the Stetson model has stood for one of the best of the American spirit — trustworthy, genuine, and unbiased — and we are able to suppose of nobody higher to embody these values than Luke Grimes,” stated Xiao Li Tan, president of Stetson. “He exudes power and integrity on digital camera and off, and his ardour for the West and longtime love of Stetson make him the embodiment of the trendy Stetson man. As a child from Ohio who grew up to change into a brand new Western icon, Luke represents the ability of reaching your goals by yourself phrases, and we’re thrilled to have him as half of the Stetson household.”

Grimes stated he was “actually drawn to the tagline of the marketing campaign — ‘Be Your Own Legend.’ It’s about residing authentically, being true to who you actually are.”

He described himself as “a boots, denims, T-shirts type of individual, I at all times have been, it’s snug. I can do something in it. I like to be outdoor lots. So sporting Air Jordans, or one thing like that most likely wouldn’t serve me very nicely.”

But he additionally likes to glam it up now and again when he hits a pink carpet or a high-profile occasion. “I don’t have to do it sufficient that it’s a chore. It’s a pair occasions a 12 months for me, so it’s type of enjoyable. My spouse actually likes to do it too.”

But throughout his break from “Yellowstone,” what he has been spending extra time on is his music. Grimes was a drummer in a band earlier in his life however now, he’s prepping to launch a solo singing profession.

“I used to be a drummer for a really very long time at a really younger age. But this may be my first foray into standing up on a stage in entrance of a microphone. So we’ll see how that goes,” he stated with fun.

After “Yellowstone” season 5 completed filming just a few weeks in the past, he made his manner to Nashville, Tennessee, the place he’s writing music he hopes to launch earlier than the tip of the 12 months or early subsequent 12 months.

“I’ll begin recording just a little later this month and who is aware of how lengthy that course of will take,” he stated.

Grimes stated his music isn’t conventional nation however has its personal distinct sound. “I strive not to label it an excessive amount of or put an excessive amount of of a goalpost up. But it’s going to have that rural, rootsy Americana sound as a result of that’s a giant half of the music I’ve at all times listened to and is definitely half of the music that tends to come out of me.”

Once he finishes that mission, he’ll head again out West to benefit from the winter in Montana as viewers settle in to try the newest drama among the many Dutton clan. 

Grimes wouldn’t tip his hand an excessive amount of about what viewers can count on when the fifth season kicks off on Nov. 13. “In true ‘Yellowstone’ vogue, it’ll be totally different from each different season,” he stated. “Each season has its personal identification — and none of it’s what you noticed coming.”

Stetson’s nationwide marketing campaign will air on conventional and digital channels in addition to in print beginning Tuesday. And the autumn assortment will showcase new packaging designed to attraction to a youthful buyer. 

“We are excited to welcome Luke Grimes to Stetson,” stated Steve Mormoris, chief government officer of Scent Beauty. “He embodies a brand new, delicate masculinity very related in America right this moment. His love of the outside, and connection to the American West, in addition to his very good performing and musical skills, make him an ideal spokesperson for Stetson.”

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