Key facts
- Ralph Lauren's Milan menswear show focused on ties as a central accessory.
Ralph Lauren's latest Milan menswear show highlighted ties, the accessory that launched the brand, in a bid to appeal to both Gen Z and long-time customers. The collection blended the brand's dapper Purple label with its accessible Polo brand, set against a backdrop evoking the golden age of Italian sport.
Ralph Lauren's strategic use of ties in its latest collection demonstrates a deliberate effort to bridge generational appeal and maintain relevance in a shifting luxury market, while also capitalizing on recent strong financial performance.
Ralph Lauren's latest menswear show in Milan centered on ties, the accessory that launched the brand in 1967. The collection aimed to appeal to both younger consumers discovering the brand and its established, older customer base. Ties were styled in various ways, from traditional knots with pinstripe suits to being worn as belts or incorporated into footwear.
The show, which kicked off Milan fashion week, combined the dapper Purple label with the more accessible Polo brand, focusing on collegiate style classics. The setting evoked the golden age of Italian sport, featuring a 1920s mahogany speedboat at Lauren's Milan headquarters.
This focus on menswear follows a period of significant growth for Ralph Lauren. CEO Patrice Louvet announced a 15% increase in sales for the last fiscal year, with revenue surpassing $8bn for the first time. The brand's ability to connect with different generations was highlighted, with the styling of the Polo collection specifically noted for its appeal to TikTok fashion fans.