As Ralph Lauren, founder of his eponymous label, said, “This collection is about more than a charming coastal town; it’s a story of the American dream.”
"What moved me most was not just the aesthetic beauty of the collection, but the integrity behind it. Polo Ralph Lauren didn’t simply borrow from Oak Bluffs’ culture — it partnered with it. It collaborated with the Cottagers, Inc., a group of Black women homeowners who have safeguarded Oak Bluffs’ legacy since 1956. It pledged support to the United Negro College Fund, and produced a companion documentary, “A Portrait of the American Dream: Oak Bluffs,” premiering at the Martha’s Vineyard African American Film Festival. The collection tells a story.
The campaign imagery felt like a family reunion: Multigenerational models posed on porches, wrapped in textures that whisper history and resilience. Even the smallest details — buttons, embroidery, hemstitching — felt reverent. As a designer and a daughter of this place, it was emotional to witness.
"As retailers shrink away from diversity, the iconic American brand has taken the opposite route...Ralph Lauren has proved it pays to highlight underrepresented communities and overlooked chapters of American history. The company’s stock has soared nearly 30 percent year-to-date, vastly outpacing the broader market. The S&P 500, tech-heavy Nasdaq Composite, and the Dow Jones Industrial Average are all up less than 10 percent this year." -Inc. Magazine
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