Ralph Lauren announces spring show with musical guest
Titled 'All or Nothing at All', the immersive digital experience is slated for March 25 at 7 p.m. EDT, and will feature a musical performance from Janelle Monáe, who is a muse for the brand.
The event will be live-streamed on the brand’s website and feature the women’s Ralph Lauren collection and men’s Purple Label line. The general public are invited to view the show from home and will equally have the opportunity to shop the see-now-buy-now collection right from their screens.
Similarly, last spring, Lauren didn’t participate in New York Fashion Week in February 2020 with plans to show off-calendar in April 2020, but that show was canceled due to the pandemic.
The brand's last runway presentation was September 2019 where Ralph’s club-themed show was presented in downtown Manhattan. Monáe equally hit the stage as part of the cinematic performance.
The immersive runway and digital shopping experience is in line with the company’s increased focus on digital marketing. In September, the New York-based fashion house said it would cut 15 percent of its global workforce by the end of this fiscal year, in an effort to move more business online.
Ralph Lauren said it would invest in digital platforms to support e-commerce operations and expand product personalization, following a decrease in sales and altered consumer shopping behaviour due to the Covid-19 pandemic.
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