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Lucky Brand launches Elton John capsule collection

By Dale Arden Chong

May 16, 2019


Fashion is tapping into fandom once again. Not long after Toms announced its Star Wars collection, which is coming out in time for the upcoming film “The Rise of Skywalker,” another brand is creating its own collection of merchandise—this time, with classic rock and roll. Iconic denim company Lucky Brand has launched its Elton John capsule in partnership with Paramount Pictures to celebrate the upcoming movie “Rocketman,” which will be in theaters May 31.

“We are thrilled to launch this capsule collection with ‘Rocketman,’ celebrating and honoring one of the most iconic musicians of all time, Elton John. The collection launches concurrently with the release of the new film and in partnership with Paramount Pictures and Bravado,” said Mike Relich, Lucky Brand’s chief operating officer, to FashionUnited in an email.

Available now at LuckyBrand.com and in retail stores nationwide on May 28, the capsule collection features a series of vintage-inspired T-shirts aimed to look like old concert tees.

According to Relich, this collection aligns with the spirit of the Lucky Brand. “Music has always been one of the pillars of our brand and Elton John’s music is timeless and has cross-generational appeal,” he shared.

Prices for this capsule for both men and women start at 39.50 USD.

Images: Courtesy of Lucky Brand

Elton John
Lucky Brand
Paramount Pictures