Every two years, the world's most prominent designers clamor for the chance to dress their country's athletes. This year marks Ralph Lauren's 10th consecutive Olympics outfitting Team USA for the opening ceremony, while host country Italy's looks are designed by EA7 Emporio Armani. The job isn't confined to luxury fashion houses, either - Team Canada will enter the Winter Games in head-to-toe Lululemon.
Back in the '90s, the lean, melanated baldie from the Bronx gave fashion houses access to minority cultures around the globe, often the only Black model in casting rooms full of blond, blue-eyed boys. "They would look at me like I was crazy," remembers Beckford of his fair-skinned peers. "Like, 'Didn't you get the memo? Did your agent mess up and send you to the wrong casting?'"
Fashion has a habit of building legend, and in the modern era, few brands are more revered by menswear fanatics than Double RL, often styled as RRL. Originally born out of Ralph Lauren's fascination with westernwear (the line is named after the designer's expansive Colorado ranch), the offshoot of Lauren's eponymous brand marked a significant divergence from the traditional tailored prep of the main line when it debuted in 1993.
If you've been scrolling through social media lately, you won't have escaped the plaid trimmings, pine garlands and rich red ribbons, all warmed by the glow of a roaring fire. Welcome to "Ralph Lauren Christmas." The aesthetic, which demonstrates how to create Ralph Lauren Corp. 's signature style for the holidays, has been trending recently, sending the brand's visibility soaring.
The holiday season is basically the Super Bowl of marketing, every brand is fighting to come up the most innovative approach to attract attention to their brand, boost engagement, and increase sales. As December rolls in, fashion houses and beauty labels start pulling out their big ones, from immersive pop-ups and vintage-coded nostalgia shoots, to family-centered campaigns and full on city-stopping light shows. This year, a handful of brands are proving that holiday marketing can be more than just a glittery gift guide drop.
The Milano Cortina Winter Olympics are finally starting to feel really, really realbecause Ralph Lauren just dropped its Team USA 2026 collection. The all-American designer (whose Christmas aesthetic is likely taking over your social media feeds as we speak) has been outfitting US Olympians and Paralympians for nearly 20 years, and the same will be true for these upcoming Games.
Earlier this year, The New York Times' Steven Kurutz described Bihlmaier's unexpected ascent to cult celebrity and style influencer. As Kurutz explained, Bihlmaier 'recognized the intrinsic style of certain items before others did, and mixed and layered them in novel ways.' And if you look at virtually any photos of Bihlmaier, you'll see that in action - a personal aesthetic that eludes easy description but looks amazing.
Last month, the squad unveiled its uniforms to take on Team Europe this weekend at Bethpage Golf Course. Festooned in red, white and blue unis designed by Ralph Lauren, Team USA looks like it's more than prepared to bring a Ryder Cup title back to the States. Look good, feel good, play good 🇺🇸Captain @Keegan_Bradley was live on the @TODAYshow to give everyone a first look at the official Ralph Lauren U.S. Ryder Cup Team Uniforms 🏆#GoUSA pic.twitter.com/Y5POT96plz- Ryder Cup USA (@RyderCupUSA) August 18, 2025
Ask Ralph is a conversational AI shopping experience built on Azure OpenAI, and available in the Ralph Lauren app in the U.S. You can interact with Ask Ralph just like you would a stylist in a Ralph Lauren store by asking simple, conversational questions or using prompts to find the perfect look for any occasion. Ask Ralph delivers tailored responses to a user's prompts, curating
Under CEO Patrice Louvet, Ralph Lauren has enticed young consumers by operating 35 "Ralph's Coffee" store-in-stores, serving as a platform to engage with the TikTok generation.
