Designing dreams: Ralph Lauren Introduces The RL 888 Handbag Collection
The RL 888, Ralph Lauren's newest line of handbags, features all the designer's distinctive fashion elements and is anticipated to exceed expectations.
Each bag in the line is made by hand in Florence and includes a crossbody, top handle, and tiny crossbody chain. The architecture of New York City served as inspiration for the defined angles and dramatic curves on each bag.
The name of the line itself is a tribute to the designer's roots in Manhattan. The women's line's flagship is located at 888 Madison Avenue.
“The RL 888 stands as a testament to timeless artistry, with each bag being made by hand and individually constructed by skilled artisans. I have chosen to personalize the bag with my initials — RL — like a three-dimensional piece of art,” said Ralph Lauren, executive chairman, and chief creative officer of Ralph Lauren Corp., according to Women’s Wear Daily.
Ralph Lauren and His Timeless Style
A variety of exotic materials, including alligator and box calf leathers, which lend a smooth touch and sturdy structure, are available for the RL 888 line.
Each piece is manually cut and each bag has a sophisticated RL logo that serves as a push lock closing.
According to Lauren, the purses were created with timeless style in mind.
“When I was a young man, I was drawn to clothing and objects that were designed for a purpose. It was about character and authenticity — things that last with a timelessness that never goes out of style.
“When I was a young man, I was drawn to clothing and objects that were designed for a purpose. It was about character and authenticity — things that last with a timelessness that never goes out of style.
A woman’s handbag is like that — both an object of beauty and utility, a trusted companion storing the essentials she carries with her every day. And although she may change it from day to day or day to night, there is one that she chooses that is most her own, that complements her every mood,” Lauren said.
The designer said that The RL 888 is not only beautifully crafted, and signed with his initials, but he believes “it will enhance the personal style of the woman I design for”.
“I’ve always believed that women are independent – bold and romantic, modern and timeless – particularly when it comes to the way she dresses. Her style is a sign of confidence. She will make the RL 888 handbag part of her individuality wearing it with a sexy black dress or a rugged pair of jeans as she writes her own story, wherever she lives,” he said.
The bags start at $1,800 retail and go as high as $15,000.
Combining Both the Physical and Digital Worlds
Lauren has developed an advertising campaign to complement the handbag debut that emphasizes the contrast between the sleek, contemporary, and Deco-inspired purse versus a rugged, and leathered environment.
German model Anna Ewers, 30, and Chinese model Fei Fei Sun, 34, are both featured in the ad.
The ad centers on a woman and her most intimate possession, showing their relationship not just via photography but also through the Diana Kunst and Robert Elswit-directed short film “Outside of Time”.
The two women wander “outside of time”, changing into different characters while wearing a simple black dress, weathered jeans, cowboy hat, and boots, or a pared-down tank.
They do this by using The RL 888 handbag to bring their sense of style to life. Carter Berg photographed the advertisements.
The RL 888 campaign will debut this month and will be promoted on Ralph Lauren's digital channels as well as in international print and digital publications.
Customers can virtually enter the space and explore the different rooms to find shoppable Ralph Lauren Collection Icons, including The RL 888 Handbag and mannequins dressed in a variety of outfits, from dresses and trousers to denim and suede jackets.
“I don't design clothing, I create dreams" is the famous logo of Lauren that is put on one wall. and diverse images are shown on other walls.
Ralph Lauren's actual clothing and handbags are combined with the newest technologies within The 888 House. Customers can choose any item and shop without leaving the experience.
