By ZACH JAMES
U.S. fashion brand Ralph Lauren is playing into a popular and prominent aspect of American culture with its latest seasonal drop.
For the group’s spring/summer 2026 campaign, the luxury staple is highlighting its connections to various athletic pursuits. Motorsports, boating, swimming, tennis, golf and, of course, polo, are highlighted alongside the new men’s and women’s collections in the stills and corresponding short film, captured by famed British fashion photographer David Sims and London-based filmmaker Jacob Sutton, respectively.
“I suppose it’s not a surprise that Ralph Lauren’s Spring/Summer campaign for 2026 (conceptually driven by the world of elevated sporting activities) is intended to be completely aspirational in tone, style and content,” said Daymon Bruck, chief creative officer at The O Group, New York.
“Instead of leaning into the brand’s many sports affiliations, connections and ambassadors, it focuses instead on the elevated and idealized world of sports through the lens of a global luxury lifestyle – speaking to
the intended audience directly without any hesitation or subtlety.”
Mr. Bruck is not affiliated with Ralph Lauren, but agreed to comment as an industry expert.
Wide Appeal
Ralph Lauren’s spring campaign is split into three chapters, with each merging a different type of sport with the brand’s signature style.
The first, titled “A World of Speed,” sees the label tie its formal and casual codes to the road, highlighting portions of its collection alongside a selection of supercars and high-performance motorbikes. Mr. Sims and Mr. Sutton showcase the selection on scenic coastal roads, which transition into the second section.
In “By the Sea,” the brand brings its seasonal selection to the water, platforming the seasonal selection as speedboats race and models prepare to enter the blue depths while sporting swimwear from the new drop. Closing the concept out is “On the Green,” which connects the label’s varsity traditions in polo, golf and tennis with the warm-weather ready-to-wear collection.
“Sport and style have always been about more than what you wear or how you play,” said Mr. Lauren, in a statement.
“They are about a way of living – freedom, energy, authenticity, connection – that can inspire us all to dream of a better life.”
The three concepts are combined into a single campaign film, which cuts between scenes of lush greenery, speeding cars, floating boats and more shots of on-screen talent having fun in the sun, as well as shorter
videos highlighting each chapter. Models Bibi Breslin, Luna Yohannan and Lennon Sorrenti star in the imagery, appearing in both the shorts and stills.
“This campaign very skillfully uses the design cues and aesthetics of the luxury sporting world (and of course, the RL brand world itself) of streamlined classic silhouettes, bold and graphic colors, the boundlessness of the great outdoors and the thrill of action in motion to create a highly curated sporting fantasy,” said Mr. Bruck.
“This is an elegant world of posturing from the sidelines over actual athletic participation,” he said. “There’s not a bead of sweat, zero emotional grit or tense physical effort depicted in the majority of the campaign visuals.”
Ralph Lauren’s men’s and women’s spring/summer 2026 collection is available now in-store and on the brand’s website.
Home Run
With the campaign, the American brand is seeking to further embed itself in sports culture, especially in its home market.
Building on the label’s longtime partnership with Team USA (see story) and its past collaborations with the New York Yankees baseball team – Mr. Lauren’s hometown favorite – the seasonal apparel assemblage also features a crossover with Major League Baseball. It features six teams: the Los Angeles Dodgers, Chicago Cubs, Philadelphia Phillies, Boston Red Sox, Toronto Blue Jays and the aforementioned Yankees; the themed capsules are not spotlighted in the new campaign visuals.
While Ralph Lauren has long held ties to the sports world, just like many luxury automotive industry peers (see story), the rest of the high-end fashion landscape is playing catch-up.
French apparel and accessories maker Longchamp recently partnered with French surf shop Shapers Club as a part of its spring/summer 2026 collection (see story), while Louis Vuitton is in the midst of its season as a sponsor of Formula One after striking a decade-long deal (see story).
Original article published in Luxury Daily April 2 2026
