Ralph lauren launches ‘wear your story’ denim campaign

by Stephen Garner

Ralph Lauren debuts a new global advertising campaign focused on denim, titled “Wear Your Story,” capturing the nostalgic feelings and stories created when wearing your favorite denim pieces. Shot by the globally celebrated photography duo, Tim Hill and James Finnigan, the campaign features six models and influencers —including a student, father, mother, and yogi —all united by their unique stories of how their favorite pair of jeans became unforgettable.

The “Wear Your Story” campaign is an extension of the brand’s “Family Campaign” that launched in April, which highlighted a broad spectrum of families including multi-generational, same-sex couples and chosen families featured in the spring 2019 Polo collection. The new campaign continues to build on the nostalgic element while exemplifying the brand’s clear values with an eclectic cast of models and friends of the house.

Denim is a critical category to the Ralph Lauren brand, and “Wear Your Story” is a part of the company’s continued efforts to amplify this category through focused product, merchandising and marketing. The collection featured in this campaign includes new washes, treatments, and details across several silhouettes in men’s and women’s Polo, along with responsibly sourced and produced cotton in numerous styles. Additionally, Direct to Garment printing will be available on denim trucker jackets for men and women on RalphLauren.com starting today.

Ralph Lauren is committed to creating sustainable denim. As part of “Design the Change”, the company’s renewed strategy on citizenship and sustainability, the company supports responsible cotton production through the Better Cotton Initiative. The brand is partnering with suppliers who collect and recycle old denim, as well as working to reduce the use of stones and the amount of water required during the production process. This effort to produce environmentally conscious denim is an essential step in the brand’s journey to sustainably source 100 percent of its cotton and reduce water use by 20 percent across all operations and value chain by 2025.

The “Wear Your Story” denim campaign will run from August through September in global markets and will be inclusive of outdoor, print, digital, and social media placements as well as on RalphLauren.com.