Polo Originals

In a day and age dominated by trends, it’s the enduring details that remind us what we’re made of.

The Campaign Story

Distinction is in the details. That’s what Polo believes. It’s the personal touches that become the truest form of self-expression. And in those details, we see our virtues and our integrity, reflected. From braided leather buttons to artful blends of shirting and tweeds, Polo honors the subtle, the sartorial, the discerning in a powerful return to distinctive products entrenched in history.

The Approach

As Head of Copy, my task was to define and guide my team in building a powerful narrative for this seasonal collection of menswear — one that would recall the vision set forth by America’s preeminent fashion designer.

In partnership with the art, design, and marketing team, we hinged the campaign on the best of the best — a curated retrospective of what made Polo so iconic when it was first introduced to the public in 1972 and what makes it endure years later. We worked with the Head Designers of Polo to understand the vision and craft behind the collection, and began referencing those techniques in our copy. After detailed research into menswear, bespoke craftsmanship techniques, mills and more, my team and I created a powerful campaign that highlighted what truly encompassed the legacy of Polo style.

The campaign included digital, social, and paid media experiences, as well as a glossy, printed book which highlighted Ralph Lauren’s love of juxtaposition — as seen in his artful blend of British-inspired tailoring and American styling.

Nothing is overlooked.
Everything is considered.

From ivy-covered university corridors to the clack of bench-made shoes on cobblestone streets, Polo Ralph Lauren threads together Scotland’s unmistakable ambience and tailoring legacy — viewed through a distinctly American perspective.