Ralph Lauren takes the runway-to-real-way concept a step further, showing his collection on the street.

Carolyn Murphy
Where better a place for one of America’s most iconic fashion brands – one rooted in the very history and culture of New York City – than to stage a runway show but on the very streets of Manhattan? That’s exactly what Ralph Lauren did as part of New York Fashion Week, closing down a block of Madison Avenue outside of his iconic flagship store to present his spring 2017 womenswear collection. And in marking the significance of the event, and the interest surrounding it, the designer offered every single look in real-time to its customers, marking a new chapter in the brand’s 50-year history. “From the very beginning I’ve always designed with you in mind,” explained Mr Lauren. “You are changing the way you live and the way you want to shop, and we are changing with you and for you.” In addition to being available immediately from the brand’s website, the Western-inspired collection was also shoppable from brand partners across the globe, including Bergdorf Goodman, MyTheresa.com, and Ralph Lauren flagships.

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