Ralph Lauren is once again revolutionizing the fashion show landscape by opting out of New York Fashion Week and instead livestreaming its upcoming runway show. The highly anticipated event, titled ‘All or Nothing at All’, is scheduled to take place on March 25 at 7 p.m. EDT. What sets this show apart is the inclusion of a special musical performance by the talented Janelle Monáe, who not only embodies the essence of the brand but also serves as a muse.
Unlike traditional fashion shows that are exclusive to industry insiders, Ralph Lauren’s livestream will be accessible to the general public on the brand’s website. This virtual experience not only allows viewers to enjoy the show from the comfort of their own homes but also offers an unprecedented opportunity to shop the see-now-buy-now collection directly from their screens.
This move towards a digital-first approach is not surprising considering Ralph Lauren’s recent emphasis on digital marketing. In response to the challenges posed by the Covid-19 pandemic, the brand announced in September its plans to downsize its global workforce by 15 percent and invest more in e-commerce operations. This strategic shift aligns with the changing preferences of consumers, as online platforms have become increasingly relied upon for shopping needs.
Interestingly, this is not the first time Ralph Lauren has strayed from the confines of New York Fashion Week. Last spring, the brand had intended to present its collection off-calendar in April 2020, but unfortunately, the show was canceled due to the pandemic. The brand’s previous runway presentation in September 2019 showcased a club-themed extravaganza in downtown Manhattan, where Janelle Monáe also graced the stage, infusing the event with a touch of cinematic performance.
Ralph Lauren’s decision to livestream its spring show with a musical guest is a testament to the brand’s adaptability and commitment to innovation. By embracing digital platforms and offering a unique shopping experience, the brand stays true to its reputation as a forward-thinking industry leader. So mark your calendars for March 25 and prepare for an immersive journey into the world of Ralph Lauren, all from the comfort of your own home.
Useful links:
1. Ralph Lauren Fashion Shows
2. Ralph Lauren Official Website
