Polo Ralph Lauren advertising campaign, photographed by Bruce Weber, 1988.
A Californian ranch is the setting for Ralph Lauren’s advertisement from 1988. His vision, conjured by Bruce Weber, is of a measured, monied society which has a home in Connecticut and a ranch in Pasadena. Lauren, apart from being one of the most famous fashion product designers in the world, is a clever marketing man; a purveyor of a Waspish, all-American lifestyle, dressing every aspect of it, from exotic travel to business suits for Wall Street. Since 1968, when he launched his menswear label, Polo, Lauren has created a brand that is known throughout the world and clothes which are status symbols of the late twentieth century. His style, borrowed from vintage clothing, evolved from a desire to give new relevance to nostalgic elegance. It was an aesthetic summed up in the films The Great Gatsby (1974) and Annie Hall (1977, for which Lauren worked on the wardrobe. In later years, he has made the look his own.
—Phaidon Editors, 1998



