How Law Roach Is Shaking Things Up – Literally
The legendary image architect is swapping runways for highballs, bringing his signature flair to a new collaboration with Johnnie Walker that’s all about remixing the classics.
Law Roach, the self-proclaimed “image architect” known for creating iconic red-carpet moments with the likes of Zendaya, Hunter Schafer, Megan Thee Stallion and more, is stepping into a new creative arena. But this time, it’s less about fabric and more about flavour. In a vibrant collaboration with Johnnie Walker, Roach is drawing on a surprising part of his past to help launch the brand’s new Black Ruby whisky, a sweeter, fruit-forward spirit designed to challenge perceptions.
For Roach, the partnership is a natural fit that feels like a return to his roots. “It felt like coming full circle,” he tells Hypebae. “Before I was a stylist, I was a bartender, so many of the cocktails felt familiar.” This history behind the bar gave him the confidence to deconstruct and rebuild timeless recipes. “These are drinks your parents and grandparents enjoyed, but with Black Ruby, they feel modern and exciting. There’s a real sense of freshness in this spirit.”
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Johnnie Walker
Johnnie Walker
Johnnie Walker
They include a ‘New Fashioned’ elevated with hibiscus syrup and beetroot juice, and a Collins given a twist with blackberry jam. It’s this blend of respect for the past and a vision for the future that defines Roach’s involvement. He speaks fondly of the nostalgia Johnnie Walker evokes, remembering his grandfather and uncles celebrating with Black Label. “My role is to show how the heritage can feel relevant today,” he explains. “We’re remixing tradition… making something iconic feel vibrant and inspiring for a new generation.
The project channels the same creative philosophy that defines his styling. Roach refers to his method as a ‘distillation’ process. “It’s about stripping ideas back to something rare and iconic,” he says. He sees a direct parallel between the craft of whisky-making and his own work. “Johnnie Walker Black Ruby is layered with raspberry jam, blackberry pie, figs, plums, and a hint of spice and smoke. I approach my work the same way: build layers thoughtfully, land on something singular.”
Following his headline-making retirement from celebrity styling in 2023, this project marks what Roach calls a “reset”: a chance to express his creativity on his own terms. “Collaborations like this let me bring my full self to the table,” he says. His advice for other young creatives perfectly sums up the spirit of the campaign: “Learn the rules, then remix them. Your mark comes from the details only you can bring. Boldness paired with authenticity is key.”
