When Justin Timberlake and his pal Trace Ayala first created their stellar clothing company William Rast; Justin never wanted to be the “face” of the brand. Well, that all has changed as a new creative team has presented J.T. with a plan that got him into the mix.

Creative directors Johan and Marcella Lindeberg came up with an idea for Justin to take on the role of a fictional character named “William Rast”, which in their vision “isn’t meant to be Justin, it’s Justing playing a role, as an actor. When we explained the idea, he instantly loved it and got really into building the profile of this character.” said Johan Lindeberg.

The new campaign will consist of a series of short, web-based documentaries called “My Name Is William Rast”. Timberlake will take on the persona of a mysterious rebel with his love interest Birdie, played by model Erin Wasson. The campaign will have an edgy, raw look to it and the story line is something reminiscent of the 1960s classic film Bonnie & Clyde. If you want to check out the new ad campaign, be sure to pick up September issue of Vogue to check out the campaign and go to www.williamrast.com to sign up for theonline premiere.

If you want to get yourself a pair of William Rast jeans, check out our online store.

~ Arriesgado Staff