Cut from the same cloth

Think of a Ralph Lauren advert, and you'll see attractive, stylish, well-scrubbed people playing sports, cavorting on yachts or taking a horseback ride through a Marlboro country scene. It's the American dream, in its most well-dressed imagining, and yet it's all real life, too.

When you see that advert, or watch a Ralph Lauren runway show, or spot Angelina Jolie in his latest designs, you're actually taking a look through the Lauren family's memories — like a living photo album. "It's all very personal and we feel very lucky to have that," says David Lauren, Ralph's son and the Vice-President and Head of Corporate Communications, PR and Marketing for Polo Ralph Lauren.

"When he gets inspired for a design idea on a vacation and then we see it in the line, it's the insider sensibility that makes us feel like we are very connected to it. Like he was inspired by a trip we all took, and I can buy that shirt and wear it."

Lauren was in Dubai recently to fine tune what's on offer here from the US megabrand, and met tabloid! at the Ralph Lauren store in Dubai Mall, which he calls the "luxury side of RL".

As Lauren and his two siblings, Dylan (who runs a trendy sweet shop in New York called Dylan's Candy Bar) and Andrew, a film producer, were growing up, their father's company was rapidly expanding around them — and often, because of them.

"For my family, clothes are not just about fancy wear, it's a personal expression. He created women's clothing because he wanted to give my mum clothing. He created home furnishings because he wanted to decorate our home, and he created children's clothing because he wanted his children to be dressed. Watching my father design the products, it becomes extra special, so I felt very excited to wear them," says Lauren, although he adds he never felt pressured to wear his father's designs growing up.

The company's spring-summer 2010 women's collection is a perfect example of how Lauren's childhood memories have been translated into fashion. The denim-inspired collection, dubbed "the grapes of Ralph" by the media ("He found that really funny," says Lauren) reflects the other side of the preppy, New York-based family: a deep love for the American West.

"We grew up in New York City and it was amazing experience to go out to Colorado and be surrounded by cowboys," he says. "Those memories and stories are collected and inspire the clothing we produce — the women's collection for this season is inspired by my father's ranch in Colorado. There's a lot of denim, but done in a very glam way, so it can be worn on the runway and be really fashion-forward here in Dubai. It's amazing to see a childhood place turned into a women's collection line."

Idyllic, happy family story

The Lauren Colorado hideaway, known as the Double RL ranch, is an integral part of the close-knit family's traditions, and thus plays an important role in the family business. Next month, Ralph Lauren will open what Lauren describes as "probably the most glamorous store in the world, the ultimate store" and steak from the ranch — as well as his mother Ricky's recipes — will be featured in the in-store restaurant. (A cookbook of the recipes is available from the Dubai Mall store.)

It's an idyllic, happy family story — "We were all best friends," says Lauren — but still, the younger son of the clan didn't ever intend to become an integral part of the family business, and instead chose to set up a magazine after graduating from college.

Swing, a men's magazine aimed at people in their 20s, was "a self expression of what I was interested in and it was very popular", says Lauren. "The last thing I thought about was working for my dad. But the publishing business is very difficult and the family business is very exciting.

"But it's quite a task to take my father's design philosophy and retail philosophy and get it out to the world. He tells stories through his clothing, so it's an extension of doing what I love."

Lauren's move to the company signalled the beginning of a new era, with the launch of the label's website — an industry leader — and involvement in new technology such as revolutionary touch-screen store windows.

The idea for the interactive windows — which was the first 24 hour shopping experience where the customer could come and press on the glass of the store and shop — was inspired by the Steven Spielberg film Minority Report.

"We contacted Steven's office and were told that it's just a movie and all special effects, but we went and built it. And then of course he asked, ‘How did you do it?'"

‘Warm, intimate environment'

Lauren's enthusiasm for the company is impressive, but one wonders if, as the boss' kid, he ever felt out of place at the office. "We work very closely together — my dad is very active in the business — and in many ways the company is a big family, there are people who have worked there for years. I've known them since I was a baby and now we work together very closely and it's a very warm and intimate environment.

"I remember when I was five years old, I used to play under certain people's desks and now I'm in meetings with them. And they remember me coming in and Xeroxing my Superman comic book and now I'm Xeroxing budgets and design contracts. It's come full circle. I walk around and I remember being a kid running through the halls — it was a big adventure then. Seeing it through adult eyes, sometimes it's surreal.

"Like I don't know where the time went. And maybe you'll find me Xeroxing comic books every once in a while, very secretly."

No celebrity?

Ralph Lauren is a rarity in the fashion world in choosing not to use famous faces — models, actors or otherwise — to advertise their brand. It's a conscious decision, says David Lauren.

"We have worked with celebrities in the past — we've used Penélope Cruz, but we used her before she was a global star. We try to not rely on famous faces, because the brand is bigger than the star.

"RL has made a 40-year success story — the product is strong without it. But we certainly love when Hollywood celebrities wear our clothes and we've dressed nearly everyone you can think of. It's great when they come up to our office to try out the new collection — most recently, Angelina Jolie and Katie Holmes."

The sporting life

Polo — high-class, preppy, fast-paced — is the sport most associated with Ralph Lauren (the company recently redesigned the iconic Polo shirt with a new, larger polo player logo), but it's only part of the brand's involvement with sport. The label is the official outfitter for the US Olympic teams (both winter, pictured below, and summer), and also provides clothing for iconic events such as Wimbledon and the US Open tennis championships.

"It's about the glam world of sport, on and off the field," says David Lauren.

The latest collection, for now only available in the US, is the youthful Rugby line. "Polo, like rugby, are sports that represent a lifestyle, and rugby for us is the child of polo. It's a little irreverent, but it's still stylish and classic."