Project Description:
For my comprehensive exam, I decided to focus on the brand Ralph Lauren. The campaign is a capsule collection in collaboration with artist Billie Eilish, inspired by her bestselling song, Birds of a Feather. The collection includes: accessories like sunglasses, jewelry, t-shirts, cargo shorts, sneakers, thermal long-sleeved shirts, and corduroy flat caps.
Campaign Goal:
The primary goal of this campaign is to increase engagement with a younger Gen Z audience (ages 16 – 25) and position Ralph Lauren as a must-have brand in their wardrobes. By collaborating with Billie Eilish, we aim to reinforce Ralph Lauren’s relevance in pop culture, individual expression, and high-quality fashion, fostering a lasting connection with this demographic.
Campaign Tagline:
Heritage Reimagined, Style Untamed. Ralph Lauren’s fusion of classic style with Billie’s rebellious edge.