Ralph Lauren Is Hot Again And We're Totally Here For It

The OG “old money” brand Ralph Lauren is making a comeback – thanks to Gen Z.  

It all started when the cute $400 Teddy Bear crewneck sweaters went viral on TikTok. Not only did the sweaters look comfy, but the bears did, too, dressed from head-to-toe in chic “quiet luxury” pieces. One creator, Lindy Goodson, made a viral video about dressing like the bear and inspired the trend (#DressingLikeAPoloBear). Thousands recreated the bear’s layered looks, but that’s not the only thing Ralph Lauren became viral for in the past year. 

How Ralph Lauren Capitalized on the “Old Money” Trend 

Quiet luxury. Old money. Preppy. You’ve heard of all of these aesthetics, which all seem to describe cashmere sweaters, tailored blazers, and stunning silhouettes that apparently don’t scream “Look how rich I am!” (but they do). Sofia Richie is the poster child for such looks, always donning a sleek bun with neutral-colored clothing and gold jewelry. 

Gen Z ate up the trends. Hashtags like #OldMoney and #QuietLuxury have taken over TikTok, with young people ditching the FashionNova fits for a wardrobe that’s more flowy and stylish.  Ralph Lauren was on the pulse when this shift began, but unlike most brands, they didn’t ditch their style to appeal to a younger demographic. They’ve improved it to capture the zeitgeist. The crewnecks, for example, have always been one of their staples, but adding a cute, stylish animal to it screamed Gen Z.

Then there’s the casting of models like Lucky Blue Smith, husband to TikTok icon Nara Smith, who made the brand feel new and relevant again. Zendaya also recently wore RL pieces from the ‘90s, and anything she wears is bound to go mainstream. And let’s not forget that RL became the official partner of Wimbledon, outfitting TEAM USA at the Olympics. 

RL leaned hard into digital marketing as well and took advantage of social media platforms, leading to a staggering 34% growth in e-commerce sales.   

While the buzz around RL may feel new to Gen Z, let’s not kid ourselves: the brand never disappeared. While it did have a rough patch in the mid-2010s – declining retail sales and a seemingly shrinking footprint – it never lost its popularity. Yet, we have to acknowledge RL’s resurgence as the clothing brand that is now being worn by every generation.  Golfing Baby Boomers have always been big fans, and millennials get to appreciate it for its nostalgia. And Gen Z, of course, is drawn to the “quiet luxury vibe” that RL gives off. Judging by the company’s growing sales, the classic Americana sweaters, blazers, and slacks will never go out of style.

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