Ralph Lauren Opens New York Fashion Week in The Hamptons

In a move that merges fashion, heritage, and location, Ralph Lauren is set to kick off New York Fashion Week with a runway show in the Hamptons on September 5, 2024. This event marks a significant return to the runway for the iconic American designer and underscores the brand's deep-rooted connection to this picturesque coastal enclave.

The Hamptons: More Than Just a Location

"The Hamptons is more than a place," Ralph Lauren stated in a recent announcement. "It's a natural world of endless blue skies, the ocean, green fields, and white fences, rusticity and elegance with a quality of light that drew artists here decades ago. It has been home, my refuge and always an inspiration."

This sentiment encapsulates the essence of what the Hamptons represents to Lauren and his brand. Known for its shingle houses, windmills, roadside farm stands, beautiful beaches, and vibrant celebrity and artist scenes, the Hamptons has long been an integral part of the Ralph Lauren lifestyle and brand iconography.

A History Intertwined

Aerial view of the Montauk beach on Long Island, New York

The Lauren family's connection to Long Island dates back to the 1970s when they began renting houses in Southampton, Amagansett, and East Hampton. This relationship deepened in the 1990s when they purchased their first home in Montauk, set dramatically on a cliff overlooking the ocean. Today, Lauren owns three contiguous beachfront properties in Montauk, further cementing his ties to the area.

In his 2023 book "Ralph Lauren: A Way of Living, Home, Design, Inspiration," the designer wrote, "Every time I come into my house in Montauk, there is a smell of pine that I always remember. It's like the smell that says summer is here." This personal connection to the Hamptons has clearly influenced Lauren's design aesthetic over the years.

Ralph Lauren's Commercial Presence in the Hamptons

The Ralph Lauren storefront in East Hampton, New York

The brand's presence in the Hamptons extends beyond personal residences. Ralph Lauren established its first commercial foothold in East Hampton in 1992, opening its Country Store on Main Street at a time when the town was more residential than resort. As the area's popularity grew, so did the company's involvement in the community.

In 2007, the Ralph Lauren children's store opened in the oldest surviving building in East Hampton, a structure that contains the framework of a 16th-century settler's home. The following year, Lauren demonstrated his commitment to the area's heritage by partnering with the East Hampton Historical Society to preserve the historic Mulford Farm homestead and land.

Currently, Ralph Lauren operates three stores in East Hampton and one in Southampton, solidifying its presence in this luxury market. In 2012, Lauren's wife Ricky published "The Hamptons: Food, Family, and History," a book detailing 40 years of the family's experience in the region, complete with recipes, personal photos, and original watercolors.

Innovative Runway Presentations

This Hamptons show is the latest in a series of innovative runway presentations by Ralph Lauren. In recent years, the designer has moved away from traditional fashion week venues, opting instead for experiential spaces that have personal meaning to him and reflect his lifestyle brand.

Last September, for his spring 2024 collection, Lauren constructed an artist's loft in a barn at the Brooklyn Navy Yard, inspired by one on his Double RL Ranch where his son David was married. In June, he held his fall/holiday 2024 runway show at his offices on Madison Avenue in New York. Each of these locations was carefully chosen to create an immersive experience that goes beyond just showcasing clothes.

A Strategic Brand Positioning

The decision to show in the Hamptons is more than just a homecoming for Lauren; it's a calculated brand positioning exercise. The Hamptons, long synonymous with old-money leisure and a particular breed of American luxury, has been integral to Ralph Lauren's brand DNA since its inception.

By staging a show in this locale, the brand is solidifying its connection to a geography that embodies its target demographic. It also provides an authentic backdrop for the brand's preppy, nautical-influenced aesthetic that has been a cornerstone of its collections for decades.

By inviting press and high-net-worth clients to experience the collection, Ralph Lauren is creating an immersive brand moment that extends beyond the runway.

The picturesque Hamptons setting is expected to generate significant social media traction, providing an ideal backdrop for the kind of aspirational content that drives engagement on platforms like Instagram. This could potentially expand the brand's reach to younger, affluent consumers who value experiences as much as products.

Looking Ahead

As New York Fashion Week approaches, the fashion world's attention will be firmly focused on the Hamptons, eagerly anticipating Ralph Lauren's latest collection and the unique experience it promises to deliver. While the exact location for the show has not yet been revealed, it is expected to be announced in the coming weeks, adding an element of anticipation and exclusivity to the event.

This show not only celebrates Ralph Lauren's rich heritage and long-standing connection to the Hamptons but also demonstrates the brand's ability to innovate and stay relevant in the ever-evolving world of fashion. By choosing to open New York Fashion Week with this destination show, Ralph Lauren is making a bold statement about its place in the fashion landscape and its vision for the future.

As the fashion industry continues to grapple with changing consumer preferences and the increasing importance of experiential marketing, Ralph Lauren's Hamptons show serves as a prime example of how heritage brands can leverage their history and connections to create meaningful, modern experiences. It's a testament to the enduring appeal of the Ralph Lauren brand and its ability to continually reinvent itself while staying true to its core identity.