In a fast-paced, ever-changing world, Ralph Lauren revisits the quiet, Edwardian-infused American frontier for its Fall/Winter ’25 campaign, exploring luxury as an emotional concept.
Contrasting the city’s bustle, the serene West moves to the rhythm of America’s rural landscape. To some, the American frontier; to most, the Old West—a land that stirs nostalgia for the wide wilderness and whispers promises of opportunity. For the house’s Fall/Winter campaign, this sense of renewal serves as a quiet manifesto, offering both inspiration and refuge.
Ralph Lauren has always celebrated the individualist: one who values distinctiveness over conformity and timeless refinement over fleeting spectacle. Set against sunlit valleys and boundless horizons framed by rugged mountains, this campaign builds upon past narratives while introducing a new perspective. Where the Spring/Summer ’24 campaign captured coastal elegance and cosmopolitan vitality, Fall/Winter ’25 returns to the heart of the American frontier, revisiting the brand’s enduring themes of adventure and craftsmanship. Horses graze beside split-rail fences; old red trucks tumble down endless gravel roads—scenes that capture an unspoken freedom beneath Ralph Lauren’s rich heritage and artisanal legacy.
The collection explores Modern Romanticism through a poetic interplay of texture and silhouette. Handmade dresses form the emotional core, embodying delicate craftsmanship and quiet elegance. Refined tailoring meets supple leather belts, accentuating signature trench coats that redefine contemporary outerwear. Tall riding boots lend an equestrian allure, while shearling jackets offer rustic warmth. The iconic white shirt is reimagined with soft fringes, emerging as a modern essential. Hand-distressed aviator jackets bring a rugged edge, grounding the collection in authenticity. Together, these pieces reinterpret the beauty of tradition, honoring the past while breathing new life into the present.
The Fall/Winter ’25 campaign invites us to rediscover luxury not as excess, but as emotion—a tender expression of melancholy woven through softened lace and camel-hued tailoring. What unfolds is a lyrical portrait of the American countryside, a story rooted in the house’s heritage, yet continually reimagined. It speaks to a discerning spirit that yearns for stillness, intention, and grace. Sculpted outerwear silhouettes evoke elegance without spectacle. Set against golden light and open horizons, the campaign becomes an intimate reflection of the Ralph Lauren spirit—a quiet dialogue between human and landscape, grandeur, but in soul, where beauty resides.
Once you are done with this story, click here to catch up with our November 2025 issue.