At Ralph Lauren, Women — and Their Accessories — Take Centre Stage

After a showy presentation in the Hamptons last September that included a one-night-only recreation of his Manhattan restaurant, The Polo Bar, Ralph Lauren went for a decidedly less splashy show this season.

Staged at his design studio, stripped down and lined with white linen couches, it was a pared-back, intimate runway focused exclusively on womenswear, which chief executive Patrice Louvet said the brand sees as a “significant growth opportunity.” Currently, 56 percent of its shoppers are women, but womenswear only makes up just shy of a third of the business.

“We really want to make sure we showcase the different parts of the brand and different parts of the Ralph Lauren lifestyle,” he said. It’s reflective of the company’s desire to give each of its different segments their own moments to shine: Earlier this summer, for instance, there was a menswear show in Milan, and it highlighted homewares at the Salone del Mobile fair in April.

The clothes themselves reflected the minimalist atmosphere, with sleek suits and gowns mostly in shades of black, white and red, which accentuated the accessories, including bags, sculptural necklaces and bangles, dangling earrings and oversized straw hats.

Handbags are another priority for the brand. Styles like its Polo ID bag and the Polo Play tote have been rising in popularity on social media. Louvet said for the first time this year, bags were available alongside the usual athleisure assortment at Ralph Lauren’s US Open pop-up shop; the brand sold 100 Polo Play totes at the event.

Ralph Lauren is benefitting in part from a diminished consumer interest in more expensive bags from European luxury labels. A medium version of the Polo Play tote, for instance, goes for $600. There were new interpretations of existing styles on the runway, too, including a fisherman-esque net tote and a woven version of the Ralph bag with structured handles.

”The focus you’re seeing on bags is very deliberate,” said Louvet. “You’re going to continue to see us lean into that business, to provide products and experiences for consumers …that are differentiated and fit within the broader lifestyle.”

Bags are just one piece of how the brand plans to keep up its years-long hot streak. Despite raising prices and elevating its status on the luxury spectrum right before a consumer pullback from the category, Ralph Lauren has managed to emerge not only unscathed, but in many ways, stronger than ever.

The company reported 13 percent sales growth in its first-quarter earnings and raised its outlook for the year. Its stock is up 35 percent in 2025.

Since Louvet’s arrival in 2017, the brand has reduced its presence in wholesale and outlet malls and ramped up marketing efforts, from culture-driving campaigns like this summer’s series of ads spotlighting Black families that live in the town of Oak Bluffs, Martha’s Vineyard, and activations at events like the US Open and Wimbledon.

Its cultural relevance was reflected in the show’s front row, which was populated with A-listers including Oprah Winfrey, Naomi Watts, Jessica Chastain, Usher, Priyanka Chopra Jonas and Nick Jonas, as well as influencers such as Tinx, Delaney Rowe and Madeline Argy.

The show comes in the midst of a busy few weeks for the brand: On Tuesday, it introduced an AI styling bot called “Ask Ralph,” which offers shoppers suggestions on products to buy and how to style them. Next week, Ralph Lauren will host an investor day, where it will unveil its plans for the year ahead, and how it plans to keep momentum going.

“We’ve designed this in a way that this is not a moment or a flash in the pan, but more sustainable engagement of consumers over time,” said Louvet.