Ralph Lauren: Bruce Weber shoots new Polo for Women line

Ralph Lauren has tapped one of its favorite photographers, Bruce Weber, to make three short films for the launch of its new line Polo for Women.



Having worked with Ralph Lauren as far back as 30 years ago, the American photographer has made three short movies for the new Ralph Lauren campaign, which is set in Santa Barbara. “We tried to make something like a suit,” said the photographer and videographer, “a little bit of classic mixed with a lot of street smart and what’s relevant now to us in our lives."



Entitled "Are we going downtowns?" "Letters to Lauren" and "Record Store”, the 3 movies, shot in sepia or black and white, show various sides of urban life - from a skateboard meet-up to a loft housing a young poet, to the scene of lovers in a record store. The videos will be posted on Polo’s international site RalphLauren.com. More will follow throughout the fall.



In terms of the products themselves, the Ralph Lauren’s Polo line for women will be launched in the new Polo store located on 711 5th Avenue in New York, which opens on August 28. At over 35,000 square feet, the space houses is planned to house a restaurant and is meant to embody the urban American spirit of the brand. A large space will be dedicated to polos and it will offer everything from tweed jackets to little black minimalist schoolgirl dresses to leathery looks fit for the Great West.

Pieces will then be rolled out in other stores worldwide, a selection of department stores and on the brand’s website.

 Alexis Chenu (with Anne-Sophie Savenier)