The following project is a rebranding strategy for the legendary fashion brand Ralph Lauren. This work was made for the purposes of my MA Degree in Fashion Brand Management in Polimoda, Florence.
The spirit of the time calls for an American Revolution, not a governmental one but a street [bubble up] call for arms. In a country where territorial expansion is at the core of its primal existence and physical territories become scarce, the urge evolves into mid expansion translating into an exportation or prefabricated ideals. A proud democracy, the United States of America, at the root of its paradigm, imposes its ideology worldwide defeating the very essence of that ideology.
Such a negative energy created by tireless worldwide control efforts, from sanctions enforced on twenty-eight countries to endless embargoes the chess games is bound to a ‘check mate’ in the future with growing resentment for the American country and its government.
Feelings of resentment are not only coming from abroad but now also from within, imploding from inside. After the leaking NSA highly confidential documents stating that the government spies on its citizens, a sense of distrust sparked creating a gap of constitutional interpretation of what the government is doing and what it should be doing.
The achieved American dream has become a nightmare. Encouraged mass consumerism, selling objects of the American dream that once improved the economy only proved to inflate a fake financial bubble that imploded bringing down not only American economy but the whole world.
Since the beginning Ralph Lauren in its own right has always portrayed perfectly the essence of the Dream selling a world of escapism representing the self made man. But what happens when the dream is realized into a nightmare? Ralph Lauren’s positive hero rendered by the cowboy has fallen into obsolescence.
These times call for a negative hero. This is a reality starving for depiction. The new wave of Ralph Lauren will encompass this shift in culture- [cult]ure- that marks the temper of the times. Breathing life back into the brand that was once at the center of the principal cultural movements.