• by Tanya Gazdik , 10 hours ago

Furniture store brand Ashley has a new CMO, but it’s not what you think.

Grammy-nominated singer Teddy Swims is the brand’s first “chief mood officer.”

“As somebody who’s always been into designing and dressing and making my own home something that feels like not so run-of-the-mill, I think it’s really fun to be in this with them designing rooms,” Swims, 34, exclusively told Us of his approach to creating a comfortable space.

Swims is featured in a new campaign spotlighting the brand’s new upscale collection, Ashley Luxe. Creative spotlights how music, style and design can come together to create the mood of a space, reinforcing the idea that a room is defined not only by how it looks, but how it makes you feel.

“And while Swims certainly has thoughts on furniture, give him a sprawling sectional over a loveseat any day; his idea of creating the perfect space has much more to do with connection,” according to Good Morning America. “Ultimately, Swims believes creating a home that feels distinctly yours can provide something especially valuable when everything outside of it is constantly changing.”

The campaign includes digital, social, ecommerce and in-store channels.

“The partnership comes to life through exclusive content featuring Ashley Luxe, with Swims bringing his signature personality and style into the home,” according to Furniture Today. 

Ashley is also giving one consumer the chance to create a mood of their own through an online sweepstakes. The winner will receive a Teddy-curated room experience showcasing select Ashley Luxe products, thoughtfully chosen to reflect the campaign's focus on mood-driven design. The grand prize includes a trip for two to see Teddy Swims live, Ashley Luxe furnishings, plus an autographed vinyl and record player.