SUCCESS by DESIGN

More than 30 years ago, David Lauren, son of American fashion legend Ralph Lauren, made his first visit to China.

It was a solo backpacking journey, the type favored at the time by many young men in their 20s.

Sporting a baseball cap and clad in a winter jacket, his journey started from the capital, Beijing, heading south all the way to Hong Kong.

"I remember how nice that was, to travel and shed all those layers," he says.

Along the way, not only did he feel the temperature getting warmer but he also experienced warmth from the people he met along the way.

"I felt like I was in a very warm and welcoming country. I stayed many weeks exploring and just going with the flow," he says as he recalls the journey during a recent visit to Shanghai.

"It was fascinating for me to observe China's development over the years and to meet a variety of individuals as I witnessed their businesses thrive and their success grow," he says.

He adds that he gained a unique perspective on China starting at a young age, which allowed him to see similarities between China and the United States, not least in their entrepreneurial spirit, with people striving to improve their lives.

Now serving as the Chief Branding and Innovation Officer of Ralph Lauren Corporation, David Lauren visited Shanghai to represent the fashion brand at the China premiere of the documentary Very Ralph, which was held at the Shanghai Concert Hall on Dec 4.

The documentary illustrates, through interviews and archival footage, how Ralph Lauren, with no formal design training and humble beginnings, successfully sold his vision of a better life to a global audience for over half a century, solidifying his position as one of the most influential fashion designers of our time.

"It's staggering; you've not only created a total concept of fashion and style, but by your consistency and integrity you've protected it, always reminding us of the best things in life," noted Audrey Hepburn as she presented Ralph Lauren with the first-ever CFDA lifetime achievement award in 1992.

The documentary film opens with these words.

Directed and produced by Susan Lacy, the film features testimonials from renowned figures like Calvin Klein, Karl Lagerfeld, Woody Allen, Hillary Clinton, Naomi Campbell, Jessica Chastain and Kanye West.

It recounts the fabled beginnings of a self-taught designer who, starting with neckties, meticulously crafted a fashion brand by bringing the cinematic vision of his own dream life to fruition step by step.

The premiere featured a drone show above the Bund as a prelude and invited a host of Chinese celebrities, including anchorwoman Yang Lan, multiple Olympic gold medalist Guo Jingjing, actresses Li Bingbing, Gao Yuanyuan and Liu Shishi, as well as actors Deng Chao, Stephen Fung and Bolin Chen.

David Lauren notes that the premiere was held to show their excitement for the Chinese market and allow people to know more about the passion and culture behind the brand.

"We often say that our purpose is to inspire the dream of a better life through authenticity and timeless style. And I see that this purpose, which we hold so dearly at Ralph Lauren, is very much alive here in China," says David Lauren.

"We want to get it right, to tell our story in a way that resonates with the Chinese people."

Established in 1967, the designer brand, with products ranging from apparel, home goods and perfumes to dining, has been gaining popularity in China in recent years.

Per the company's second quarter fiscal results, sales in China grew at double-digit rates. The performance exceeded expectations.

"We see the brand gaining real interest from consumers," remarks David Lauren, indicating plans to expand further in China by opening more stores, enlarging its Chinese teams and hosting fashion shows.

By the end of 2024, the brand is set to achieve a milestone of 200 stores on the Chinese mainland.

Ralph Lauren draws inspiration from China, infusing collections with Chinese patterns, fabrics and colors. By opening stores in China and integrating more Chinese employees, the company is improving its capacity to design products that resonate with the culture, notes David Lauren.

In various TV and film productions such as The Great Gatsby (1974) and the acclaimed series Succession, elite characters don Ralph Lauren attire while many Chinese consumers have become acquainted with the brand through the globally popular sitcom Friends.

In recent years, as fashion trends like "old money style" and "intellectual style" gain traction in China, the brand, long associated with these aesthetics, has seen a surge in popularity.

However, David Lauren highlights the brand's focus on "new luxury", emphasizing sustainability and longevity in its designs, aiming to create enduring pieces rather than fleeting trends.