american fashion brand
Ralph Lauren
In a way, the American Revolution started with a “hell no.” A “hell no” to government overreach. A “hell no” to doing things the way they’d always been done.
Despite its many faults, America is audacious.
2023
Background
Background ____________________________________
And since the day our fashion revolution started — Storming out of Bloomingdale’s meetings, and taking wall street and street style by storm Ralph Lauren has been audacious too.
But America is changing. And the ideal we helped bring alive out of a desk drawer and a dream Isn’t the dream of today.
That’s why we’re handing the reins to a new generation of creative minds and cultural change-makers who will define their generation and generations to come.
We’ll stay busy dressing them to shine And screaming “hell yeah” from the sidelines.
Issue
Issue ____________________________________
The iconic American fashion brand Ralph Lauren has had a profound impact on the fashion industry and culture since its founding in 1967, renowned for its sophisticated and timeless style.
However, between 2020 and 2024, the brand experienced a dilution of its core identity, causing its once-clear purpose to fade. The proliferation of sub-brands under the Ralph Lauren name led to a fragmented message, confusing the audience and weakening the brand’s distinctiveness. In an effort to stay relevant, Ralph Lauren began blending in with competitors, losing the unique recognition, and blurring its main identity that once set it apart in the fashion landscape.
Insight
Insight ____________________________________
Ralph Lauren has long shaped cultural trends with its distinct style and clear purpose. The brand’s hallmark ‘preppy elegance’ became a globally recognized symbol of American sophistication.
To reclaim its place in the fashion world, Ralph Lauren must return to its core identity while also evolving to resonate with contemporary America. The goal is to reconnect with its roots while engaging a new target audience: Generation Z. By reintroducing the audacity that once defined Ralph Lauren—blending boldness with sophistication—the brand can stand out from competitors and regain its position as a leader in the industry.
Generation Z can relate to Ralph Lauren’s commitment to sophistication, but the brand’s daring spirit must be reignited. It’s time for Ralph Lauren to once again embody that bold, cultured, and distinctly American essence.
elegance fashion branding
Promise
Promise ____________________________________
Ralph Lauren designs cutting-edge classics that will continue to define luxurious American lifestyles.
Team members: Alison Mansfield, Astha Avinash, Hannah Korn, and Shrutika Manivannan
To learn more about the project please access: Ralph Lauren – Audaciously American
