Ralph Lauren to debut new Polo video series by Bruce Weber to support launch of women’s collection
Ralph Lauren crafted a series of cinematic videos and dynamic advertising images to support the debut of the Polo Women’s collection on Aug. 14.
For this important moment in the evolution of the highly recognizable Polo Ralph Lauren brand, the company turned to longtime collaborator Bruce Weber, who shot his first campaign for the company more than 30 years ago.
Weber, one of the most acclaimed photographers in the world, has worked with Ralph Lauren to create many famous fashion moments. The new Polo looks are presented in a way to become future iconic images.
“From the very beginning Bruce understood what I was about and I understood what he was about,” Ralph Lauren said about Weber, whom he met in 1976. “We shared a love for rusticity and earthiness. We had the same sensibility about realness and family-ness , and a sensitivity about fashion that is in a way non-fashion. We started working together on ads that shared those feeling. And, as the years go by, I'm always constantly looking at those pictures. And, they are me.”
The first images to be released for the new Polo campaign were shot in Santa Barbara, Calif. “We ended up in all kinds of new places and asked ourselves, `OK, now what are we going to do?’ Let’s do some skateboarding, let’s do a canoe trip, and let’s discover a beautiful loft where a bright young girl who’s a poet lives with a very rebellious, handsome painter,”said Weber.
Three mini films. “Are We Going Downtown?” “Letters to Lauren” and “Record Store,” will launch on The World of Polo website experience on RalphLauren.com. Others will be released throughout the fall.
Weber said, “We tried to make something like a suit - a little bit of classic mixed with a lot of street smart and what’s relevant now to us in our lives. The great thing photographing for Polo and Ralph Lauren is that we can always put something personal into our pictures.”
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