The Timeless Allure of Old Money Style: Ralph Lauren's Influence

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As a student of marketing at the University of Strathclyde, I've always been fascinated by the combination of fashion and branding. Here we're going to discuss the global phenomenon of "old money" style and how Ralph Lauren built this everlasting image. What makes this style so appealing, and how has it changed in the digital era?

Vintage Ralph Lauren ad with a model wearing polo shirt and blazer on a yacht (Pinterest, 2024)

The Origins Of Old Money Style 

When we think of vintage fashion, we envision preppy polo tops, classic blazers, and traditional loafers. Ralph Lauren, born Ralph Lifshitz in the Bronx, rose to the peak of American royalty. His designs reflected a romanticised picture of upper-class leisure, drawing inspiration from New England's luxurious enclaves and the British nobility. 

The Ralph Lauren Effect

What makes Ralph Lauren's version of old-money style so enduring? It is all about high standards, classic design, and rigorous attention to detail. Think captivating Oxford shirts, navy blazers with gold buttons, and well pressed chinos. Such items are more than just apparel; they portray a way of existence.  

Democratising Luxury

Interestingly, Ralph Lauren popularised the old money look, making it available to anybody who values traditional elegance. According to fashion historian Caroline Weber, "Lauren's genius was in making aspirational style attainable" (Weber, 2020). The brand's success stems from its ability to mix tradition and modernity, responding to contemporary trends while keeping its timeless appeal (Thompson, 2019). 

Modern Ralph Lauren store window display (Pinterest, 2024)


As we go through the world of rapid fashion and fluctuating trends, Ralph Lauren's old money elegance remains steadfast. It demonstrates the power of branding and the appeal of aspirational marketing. How do you believe this style will progress in the digital age? Will the increasing popularity of sustainable fashion affect the old money aesthetic? Can Ralph Lauren sustain its attraction to younger, more digitally savvy customers while preserving its traditional heritage? Luxury fashion's future in the internet era poses both problems and opportunity for legendary brands such as Ralph Lauren.

References: 

Berger, A., 2018. The American Dream: Ralph Lauren's Success Story. Journal of Fashion Marketing, 22(3), pp.145-160.

Thompson, L., 2019. Adapting Tradition: Luxury Brands in the Digital Age. International Journal of Fashion Studies, 7(2), pp.78-95.

Weber, C., 2020. From Aristocracy to Accessibility: The Democratization of Luxury Fashion. Fashion Theory, 24(4), pp.412-428

Pinterest, 2024. [Image of Ralph Lauren advertisement]. [Online] Available at: https://pin.it/3otVb19A6 [Accessed 20 October 2024].

Tags: 

#RalphLauren #OldMoneyStyle #FashionMarketing #LuxuryBrands

 

 

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