Ludacris Reflects on His Love Story with Watches as He Stars in New Icons Campaign for Movado (Exclusive) 

Ludacris brings his iconic status and love of fashion to the new campaign.

From his radio hits and starring roles in action movies to his memorable red carpet appearances and the latest hit commercial for State Farm Insurance (you know the one!), his status as one of the industry’s most influential stars is undeniable.

But after hearing the word “icon” attached to his 24-year (and counting) career, he humbly accepted the praise. “That means something. I strive to be that,” he tells PEOPLE.

Whether or not he feels like he’s achieved that much success, the three-time Grammy winner has, in fact, made his mark, which is why Swiss watch brand Movado approached him for its new campaign.

“It’s a full-circle moment for me,” the Fast and furious star, 46, tells PEOPLE about partnering with the label, which has been making watches since 1881.

Mert Alas and Marcus Piggott

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Ludacris’ journey with Movado began at a young age: his mom gave him his first watch for Christmas when he was around 11 years old.

“That’s right around the time you really start to develop into your own personal style,” he says. He saw his father wearing Movado’s timeless designs growing up and eventually started investing in his own collection. “I’ve always been a fan… It’s just a testament to how long I’ve been hanging out with them,” he explains.

Today, he stars in Movado’s global “When I Move You Move” campaign, modeling the Bold Quest Gold watch alongside Julianne Moore, Jessica Alba, San Francisco 49ers running back Christian McCaffrey and Team USA basketball star Tyrese Haliburton.

Lensed by photographers Mert Alas and Marcus Piggott and directed by Robert Lussier, the stars show off their Movado accessories while belting out Ludacris’ “Stand Up,” which earned him the No. 1 spot on the Billboard Hot 100 in 2003 and a Grammy nomination in 2004.

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Movado and Ludacris are a perfect fit for each other because they live under “the same motto” as Ludacris says.

“I’m constantly on the move. I am constantly developing. They say you will disappear if you don’t evolve. You have a core element of things you do all the time, but you also try new things. A lot of synchronicity in terms of how we develop,” he explains, talking about how he relates to the company’s style codes and messages.

Ludacris for Movado.

Movado/Mert Alas & Marcus Piggott

And boy has he evolved—that is, when it comes to his style.

Ludacris has no regrets about his past fashion choices — but he also can’t believe he used to wear those “baggy clothes” of his in the 2000s. “It was completely normal at the time [to wear oversize clothing],” he admits, “but 10, 15 years later looking back, like, ‘How the hell was I okay with that that baggy?'”

Now she enjoys a classic and refined look, which is why she slips Movado into her wardrobe without any problems. He feels “most comfortable” when he is in a “casual-fly” outfit, which in the fall will consist of his seasonal items in the wardrobe: a sweater, a blazer, a suit with a T-shirt, comfortable shoes and of course his favorite watches “Comfort meets casual and sports,” he says.

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Ludacris for Movado.

Movado/Mert Atlas & Marcus Piggot

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At the end of the day, no amount of fame can derail Ludacris from becoming the most authentic.

“Dude, just be yourself, be comfortable, be unique,” he tells PEOPLE of the style advice he’d pass on to his younger self, perhaps like an heirloom watch.

“You will never know exactly what works for you until you experiment with different things. Don’t be afraid to be criticized during your experimental phase because how else will you get to the destination of your true confidence and where you should be unless you are able to be fearless.” (Microphone drop.)

Learn more about the Movado campaign at movado.com.

Categories: Trends
Source: HIS Education