In a notable shift from the extravagant displays of previous seasons, Ralph Lauren’s latest womenswear show took place in a more subdued setting, reflecting a strategic pivot towards a more intimate and focused presentation. Held at the brand’s design studio, the event featured a minimalist aesthetic, with white linen couches creating a serene backdrop for the collection. This change aligns with the company’s vision to capitalize on the growing market for women’s fashion, which currently represents a significant growth opportunity for the brand.
According to Patrice Louvet, the chief executive of Ralph Lauren, women now account for 56 percent of the brand’s customer base, yet womenswear constitutes just under a third of its overall business. This discrepancy highlights the potential for expansion in this segment, prompting the brand to showcase its diverse offerings more prominently. Louvet emphasized the importance of highlighting various aspects of the Ralph Lauren lifestyle, noting that earlier this year, the brand also hosted a menswear show in Milan and showcased homewares at the prestigious Salone del Mobile fair.
The collection itself mirrored the understated elegance of the venue, featuring sleek suits and gowns predominantly in a palette of black, white, and red. These classic colors served to accentuate the accessories, which included sculptural necklaces, oversized straw hats, and a variety of handbags. The focus on accessories, particularly handbags, is a deliberate strategy for the brand, as they have seen a surge in popularity on social media platforms.
Among the standout items were the Polo ID bag and the Polo Play tote, both of which have gained traction among consumers. Louvet revealed that for the first time, these bags were available alongside the brand’s athleisure offerings at the US Open pop-up shop, where they sold an impressive 100 Polo Play totes. This move reflects a broader trend in the luxury market, where consumers are increasingly gravitating towards more accessible price points, especially in light of a decline in interest in high-end bags from European luxury brands.
For instance, the medium version of the Polo Play tote retails for $600, a price point that appeals to a wider audience. The runway also featured innovative interpretations of existing styles, such as a fisherman-inspired net tote and a woven version of the Ralph bag, showcasing the brand’s commitment to evolving its product line.
Louvet articulated the brand’s strategic focus on handbags, stating, “The focus you’re seeing on bags is very deliberate. You’re going to continue to see us lean into that business, to provide products and experiences for consumers that are differentiated and fit within the broader lifestyle.” This approach is part of a larger strategy to maintain the brand’s momentum, especially as it navigates a challenging retail landscape.
Despite raising prices and positioning itself more firmly within the luxury market just before a consumer pullback, Ralph Lauren has emerged resilient. The company reported a 13 percent increase in sales during its first-quarter earnings, prompting an optimistic outlook for the remainder of the year. Notably, the brand’s stock has surged by 35 percent in 2025, indicating strong investor confidence.
Since Louvet took the helm in 2017, Ralph Lauren has strategically reduced its presence in wholesale and outlet malls while enhancing its marketing initiatives. This includes culturally resonant campaigns, such as a recent series of advertisements featuring Black families from Oak Bluffs, Martha’s Vineyard, and high-profile activations at events like the US Open and Wimbledon. These efforts have bolstered the brand’s cultural relevance, as evidenced by the star-studded front row at the recent show, which included celebrities like Oprah Winfrey, Naomi Watts, Jessica Chastain, Usher, Priyanka Chopra Jonas, and Nick Jonas, alongside influencers such as Tinx and Delaney Rowe.
The timing of the show coincides with a busy period for Ralph Lauren, as the brand recently launched an AI styling bot named “Ask Ralph.” This innovative tool offers personalized product recommendations and styling advice to shoppers, further enhancing the customer experience. Additionally, the brand is set to host an investor day next week, where it will outline its strategic plans for the upcoming year and discuss how it intends to sustain its current momentum.
Louvet concluded with a forward-looking statement, emphasizing the brand’s commitment to fostering long-term consumer engagement rather than fleeting trends. “We’ve designed this in a way that this is not a moment or a flash in the pan, but more sustainable engagement of consumers over time,” he said. This philosophy underscores Ralph Lauren’s dedication to evolving its brand while remaining true to its heritage, ensuring that it continues to resonate with both existing and new customers in an ever-changing fashion landscape.
