The Founder of
American
Fashion
Red, White & Ralph
Said to be the designer to never have an original idea, Ralph Lauren’s looks differ from the original ways of fashion, balancing tradition, status and novelty.
Humble Beginnings
Born into a Jewish immigrant family, raised in the Bronx with a new name on the way, Ralph Lifshitz was full of American aspirations. The youngest of four and dressed in hand-me-downs, he wanted to create a brand that represented a souvenir of a life you would want to be a part of. His craving to belong was very strong, but so was his desire for authenticity. And by 1997, this one-man-brand was the best selling designer in the world.
Tying the Knot!
Ralph understands that what we wear is an expression of who we are. Everyone makes statements, and statements are composed of pieces. He believed presentation is upon anyone’s first impression of you and the mystery you exude is vital to it. With an innate sense of people and eye for detail, he designs clothes for the people he sees.
Lauren’s first step into the industry took place in New York department stores with a line of men’s ties. His pursuit of perfection suits the suits of the wealthy white collar man.
Ivy League Look
Ralph enjoyed dipping into the fictionalized myths of the American psyche, like the westerner. He gathered inspiration from cowboys like John Wayne, as he admired the romantic hero trope.
You see Ralph’s message in the window - to accessorize the sports car drivers with a RL credit card in one hand and a cigar in the other. Ralph’s mannequins told a story and took u places - probably to a Hampton soiree. He became the status symbol of college prep, with soft tailoring smart casual shirts to chinos. Classic and timeless, he understood that context and timelines matter.
“Clothes that look like costumes that look like clothes.”
Designing the costumes for the 1974 Great Gatsby film, Ralph Lauren became the epitome of prep.
Wealthy people also partake in activities such as sports cups. Responsible for dressing the USA Olimpyians, First Ladies and the Royal Family, he was representing only the best. Some of his collections were under British Aristocrat influences and the Post-Cold War 90’s.
For example, take The Officer and The Gentleman collection: utility fabrics, omniture, combat boots.
Ralph’s goal was to produce low market styles with an upmarket price tag. Even his logo, the Polo, was synonymous with his vision- those players are rare and elite.
Reducing Polo’s work to the Polo shirt is nothing short of naive, as it simply represents the commercial side.
Unlike an inventor like Balenciaga or a Mugler, Ralph Lauren reinvents. He acts as a stylist to the patrons of patriots. With old world styles for new money, Americans could be nostalgic to a past they never had.
Selling Sporty!
Written by
Kylie Caldwell