NEW YORK--(BUSINESS WIRE)--Sep. 8, 2014--
Ralph Lauren’s new Polo line for women presented its Spring ’15
collection during New York Fashion Week in a revolutionary runway event:
a water-screen projection that towered above Manhattan’s Central Park,
fusing fashion, art and technology.
The event also celebrated the grand opening of the Polo flagship store
on Fifth Avenue.
Ralph Lauren Polo models – appearing like beautiful mirages using
four-story-tall holographic effects – wore outfits embracing the
eclectic spirit of the brand, mixing the edge of New York and Paris, and
the sunset colors and patterns of the Adirondacks. They were framed by a
perfect cityscape that paid homage to New York landmarks, such as the
Brooklyn Bridge and the High Line, complementing the downtown
sensibility that inspires this new brand.
Hundreds of spectators, including celebrities, famous runway faces and
fashion editors, gathered on the Cherry Hill lawn on the west side of
the park for a sensory experience that uses innovative technology that
could forever change the landscape for a fashion show.
“I really wanted to do something big for the new Polo Women’s brand —
something set in the city — that felt modern. We returned to Central
Park, a place I love, and captured the spirit of Polo with a truly
innovative mix of fashion and technology,” said Ralph Lauren.
Mr. Lauren, who started his namesake company almost 50 years ago, was
there to see a larger-than-life version of himself digitally dance
across the water.
The high-resolution images were beamed onto a water screen that measured
60 feet tall and 150 feet wide. Mixing live-action movement and CG, the
runway presentation was a short film that featured models visiting the
streets and icons of a hyper-real New York. Multiple elements of each
shot were captured simultaneously to generate the incredible 4D effects.
“Ralph Lauren continues to push his company into the future, using
technology as a way to keep his brands fresh and innovative and at the
cutting edge of modernity, said David Lauren, executive vice president
of global advertising, marketing and corporate communications.
Ralph Lauren has been a leader in pioneering fashion and luxury in the
digital space. As one of the first global brands to embrace the
Internet, expansion of Ralph Lauren’s high-tech presence has been
illustrated with the introduction of the Polo Tech biosensing shirt, the
4D Light Show in 2010, QR Technology in Europe and the United States,
touch-screen window displays, the digital Dog Walk and the RL Gang
Virtual Storybook for children.
Ralph Lauren has a long-standing history in supporting Central Park,
including hosting its memorable 40th anniversary there in
2008. Recognizing this special backdrop for the Polo event and the
welcome from the Office of Mayor Bill de Blasio, the Ralph Lauren Corp.
will be supporting two initiatives to benefit parks, here in New York
and beyond: Charitable contributions will be made to the Woodland
Campaign to refinish the ramble adjacent to the event space at Cherry
Hill on the West Side of Central Park, and to the Institute for Urban
Parks, which works with parks throughout the city and around the world
in training and developing resources to maximize and preserve essential
outdoor spaces.
Ralph Lauren is eager to share this unique experience with fellow New
Yorkers, too, and a public showing of the 4D event is planned in the
same location Tuesday at 9 pm. A video of the event, including
behind-the-scenes details, will also be available for viewing at
RalphLauren.com
Please find additional information, imagery and video footage at http://image.net/polo4d.
See
aggregated social media content using the hashtag #POLO4D
ABOUT RALPH LAUREN CORPORATION
Ralph
Lauren Corporation (NYSE:RL) is a global leader in the design, marketing
and distribution of premium lifestyle products in four categories:
apparel, home, accessories and fragrances. For more than 47 years, Ralph
Lauren's reputation and distinctive image have been consistently
developed across an expanding number of products, brands and
international markets. The Company's brand names, which include Polo
Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren Collection, Black
Label, Blue Label, Lauren Ralph Lauren, RRL, RLX, Ralph Lauren
Childrenswear, Denim & Supply Ralph Lauren, Chaps and Club Monaco,
constitute one of the world's most widely recognized families of
consumer brands. For more information, go to http://investor.ralphlauren.com.
Source: Ralph Lauren Corporation
Ralph Lauren Corporation
Ryan Lally, 212-318-7116
or
Amanda
Schilt, 646-562-3218
