‘Yellowstone’ Actor Cole Hauser Named Ambassador for Lucky Brand, Frye

“Yellowstone” actor Cole Hauser is pulling double duty for two of Authentic Brands Group’s fashionable labels.

The company announced Tuesday that Hauser, who plays Rip Wheeler on the hit Paramount Network Western drama series, will serve as an ambassador for Lucky Brand and The Frye Company.

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Hauser will prominently feature in Lucky’s holiday campaign, followed by Frye’s Spring/Summer 2024 campaign. Authentic said the global campaigns promise “a fresh and dynamic perspective to elevate the brands and engage a wider audience.”

The actor will also participate in collaborations and brand activations which will begin this holiday season.

“We are thrilled to welcome Cole Hauser to the Authentic family,” said Stefani Fleurant, SVP, marketing—lifestyle at Authentic. “Cole’s authenticity and timeless appeal align perfectly with the values of these brands. We believe that as the new face of Frye and Lucky Brand, Cole will bring a new level of excitement and energy to our consumers and introduce our brands to a broader audience.”

The partnership with Hauser deepens Lucky Brand’s ties to “Yellowstone.” The brand launched a limited-edition collection with the show in October 2022, offering jeans, jackets and tops with Yellowstone branding and a nod to the show’s fictional Dutton Ranch “Y” logo.

“I have always admired the authenticity and quality that Frye and Lucky Brand bring to their products,” Hauser said in a release. “I’m excited to be associated with these two brands whose legacies span decades and continue to represent the true spirit of American craftsmanship.”