Ralph Lauren’s spring/summer 2016 campaign took inspiration from the French Riviera, and to best capture that, the brand presented a series of black and white photos, which went hand in hand with the nautical theme of the season’s collection. The Ralph Lauren label is well known for work with the sailor theme, so this season was not a disappointment for fans of the brand. The task of capturing this in one cohesive campaign was put in the hands of American fashion photographer Bruce Weber. The scene took place in part on a luxurious yacht, but also ventured ashore for some high fashion shots on the land.
Ralph Lauren stands by the integrity of his collection, and also touched on his favorite aspects from the ad campaign. “My Women’s Collection for Spring 2016 is a glamorous spirit of the French Riviera. It has a romantic rusticity, as well as a sleek and luxurious sportiness that represents to me both the cool insouciance and understated style of the women who inspire me,” Lauren said of the overall collection. As far as his favorite campaign moments, the casting choice of Sanne Vloet was highly in his favor, and the yacht brought everything in the photoshoot together.
The monochromatic medium for the Ralph Lauren spring 2016 campaign was an interesting choice, considering the amount of color used in the collection. The fully white or gold looks appear right at home with this color scheme, but the bulk of the collection was in vibrant reds and blues, which could have been used to the advantage of the campaign, as a bright hue pops beautifully in a fully colored frame. Despite how beautiful something like this may have looked, the brand decided to go in this different direction, possible to make sure the focus stayed on the structure of the garments rather than being distracted by the colors of the clothes as well as the water.
Despite the use of color, or lack thereof, the collection itself was sophisticated and ready for the modern woman to wear in her everyday life. The ad campaign captured that balance perfectly, so the consumer can get a look at exactly what they’ll be able to pull off while wearing these garments.
As far as the casting decisions, both Weber and Vloet are no strangers to Ralph Lauren’s campaigns. They were both chosen to bring the spring/summer 2015 ad campaign to life, and again didn’t fail to impress. It seems that Weber knows just what to do behind the lens and behind the scenes with staging decisions, and Vloet knows how to execute exactly what the photographer wishes for each take.
The color decision for this photoshoot may have taken us a bit by surprise, but the result was high fashion and editorial, which is what we know to expect from the iconic Ralph Lauren label.
Photos courtesy of Ralph Lauren