Ralph Lauren Spring 2018 Ready-To-Wear
The fashion world is a brutal place at the moment where the old rules are thrown over board and nobody knows what the new rules will be. Every designer is fighting for his or her place in the new digital reality to stay alive and relevant. “See now, buy now”, digital transformation, DNA collections, athleisure everywhere, casualization and norm core confuse and frighten the establishment. So what is one of the biggest names out there doing? Ralph Lauren has decided to go back to the roots. In what we call his second turn around collection after last season’s classic car inspired collection shown in his Bedford garage, Lauren looked deep inside himself to come up with his latest clothes. He recreated his Jamaican Montego Bay vacation home as set and let the sunshine breeze in his offerings by showing the most colorful collection he ever did. Will it work? With new chief marketing officer Jonathan Bottomley at the helm to tell the story via all available digital channels and working on getting directly to the consumer with Lauren’s authentic yarn, we feel this might be a winning formula.