Orethapedia

Ralph Lauren released their 2nd capsule, limited-edition collection  Ralph Lauren for Oak Bluffs  a campaign telling the story of the Oak Bluffs community in Martha’s Vineyard, Massachusetts.

A coastal haven for Black communities for more than a century, Oak Bluffs
 has been enjoyed for generations by seasonal beachgoers, close-knit alumni cohorts and families that built and continue to steward the town’s many charming cottages year-round. As part of this story, Ralph Lauren takes its ongoing partnership with Morehouse and Spelman Colleges off-campus, weaving products into this collection that celebrate timeless collegiate style and the prestigious legacy of both historically Black colleges (HBCUs).

Over the weekend, social media was a buzz with Gen Z’s who do not and have not understood that the “Story of Us” is a many faceted story. That many people have an interaction with this brand that is genuine. Many of us have shopped or dreamed of shopping this brand for years.

For nearly 60 years, Ralph Lauren has captured the essence of American life and style, showcasing stories of family, heritage, joy and optimism – from the mountains of the American West to the beaches of New England
 and the storied halls of college campuses. This collection is part of Ralph Lauren’s Design with Intent efforts, authentically celebrating heritage and reflecting the many facets of American life that are inspirational and aspirational to the brand.

Misidentifying Black people in narratives, upholds a system of power that inherently believes Blackness should be censored or is held with only negative connotation when it comes to certain things. Truth of the matter is that Blacks have worn Ralph Lauren for years. It is only the rash of misbehavior that happened in some areas that make some folks think that’s the only exposure. Avoiding the word Black in storytelling perpetuates the idea that Black is bad, wrong, counter-culture, or negatively revolutionary.

Being around so many different Black Americans leading different lifestyles, I never thought of us as being one particular way and I certainly didn’t think of Black in any negative way. I am annoyed that we are in the midst of trying to defend a brand that has treated us respectfully for years. It tells a story that does not get shared as often as it was when I was growing up. That is the problem. The stories that are filled with beautiful details is now at risk of being lost.

Each piece within the Morehouse and Spelman assortments translates from the campus library to the shores of Oak Bluffs, bringing a coastal flair to Ralph Lauren’s iconic collegiate sensibility while honoring the sartorial traditions of both institutions. The full collection – which includes sun-faded knits, heirloom sweaters, sailing-worthy jackets, accessories and more – references styles worn by generations of Oak Bluffs residents and vacationers alike. Standout pieces include a maroon-and-white satin varsity jacket with Morehouse’s Maroon Tiger adorning the back and an ivory-and-light-blue patchwork cardigan showcasing Spelman’s beloved Jaguar mascot alongside distinctive motifs that celebrate the historic landmarks of Spelman’s campus. Additionally, a quilted patchwork jacket and matching quilted blanket serve as a visual narrative of the island, with individual patches paying tribute to the town’s nautical traditions.

The stories of Oak Bluffs come to life in a campaign set against historic backdrops directed in partnership with author, director and producer Cole Brown, who brings decades of memories from summers spent on Martha’s Vineyard to this project. Campaign imagery was photographed by Nadine Ijewere with video footage shot by Azariah Bjørvig, both returning after capturing the award-winning Polo Ralph Lauren Exclusively for Morehouse and Spelman Colleges campaign in 2022. This campaign is anchored in a short documentary blending scenic campaign footage with rare archival imagery and featuring stories of life on-island from seasonal visitors; year-round residents; multi-generational homeowners; local business owners; community historians; faculty, students and alumni from Morehouse and Spelman; and more.

The full-length documentary, “A Portrait of the American Dream: Oak Bluffs,”  can be watched here: