Ralph Rides Again
Review of Grace Ralph Lauren 2024 Fashion Show
By Mark Wittmer
THE COLLECTION
THE VIBE
THE THEME
While like most of the iconic American designer’s runway shows during his current era, Ralph Lauren’s Spring 2024 made the consistently smart move of subtly remixing the brand’s time-honored classics, it also felt like a strong step closer to “luxury,” and formed a powerfully refocused statement of the Ralph Lauren woman. Indeed, unlike most of his runway shows, this was no co-ed affair: whether in nods to the RRL era of westernwear and southwest flair or boho-glitzy evening gowns, that refined feminine force dominated the runway.
THE BUZZWORDS
Classic-with-a-twist. Boho-bourgeois. All-American.
THE SHOWSTOPPER
Look # 23
Though it might not be the strongest look of the night, this clever ensemble – with its gilded polo shirt, luxuriously layered skirt, bold logo belt, and Americana jewelry – perfectly encapsulates the collection’s theme of celebrating what’s iconic about the brand while leveling up its luxury appeal.
THE DIRECTION
The collection smartly attests to the brand’s elevated strategic trajectory, which features a new focus on brand heritage and elevating the product itself, and an ensuing bump in prices across retail touch points. This strategy comes together nicely in the timing of the show as well; it was held just a few weeks after the launch of the brand’s 888 handbag – which Ralph Lauren is positioning to be a star piece – and is destined to be the first major retail arrival of next year.
THE WRAP UP
Infusing the brand’s infinitely recognizable lexicon of aspirational American lifestyle as told through the lens of fashion with a newly refined luxury sensibility, the collection nods to the past while setting up for a strong new era.
