The capsule honours the heritage of the Martha’s Vineyard community, which has been a haven for generations of Black families
Building on his partnerships with Morehouse and Spelman colleges, Ralph Lauren now takes us off campus to Oak Bluffs for summer break. A haven for Black communities on Martha’s Vineyard for more than a century, Oak Bluffs’s generations of style and tradition come together in a collection of menswear and womenswear that marries elements of classic collegiate style with coastal leisurewear. “This collection is about more than a charming coastal town; it’s a story of the American dream,” said Ralph Lauren, who called on alumni of the two schools working at Ralph Lauren to conceptualise and design.
As with any story, visuals are key. Lauren enlisted author, director, and producer Cole Brown, who has summered on Martha’s Vineyard for decades, to bring the stories of Oak Bluffs to life. The campaign, which was lensed by photographer Nadine Ijewere and videographer Azariah Bjørvi, both of whom worked on the award-winning Polo Ralph Lauren campaign with Morehouse and Spelman Colleges in 2022. The partnership paid off, with transportive imagery that reads more like a family album than an ad campaign. Anchoring it all is a short documentary that mines archival footage and features the stories of business owners, multi-generational homeowners, and other locals along with Morehouse and Spelman alumni.
“Every piece in this collection tells a story, from quilted souvenir jackets to collegiate crewnecks and cardigans. We’ve captured the spirit of this town—its leisurely summer bike rides, its five-to-seven front porch socials, its nautical traditions—and transformed that into designs that feel as special as the place itself,” David Lauren, the brand’s chief branding and innovation officer, tells Robb Report. The Polo Ralph Lauren for Oak Bluffs collection will be available on RalphLauren.com, the Ralph Lauren app, select Ralph Laure stores, and Morehouse and Spelman College bookstores.
About those front porches: To encourage another century of idyllic, cedar-shingled summers, Ralph Lauren has also partnered with the Cottagers, Inc., a nonprofit of 100 Black female homeowners on Martha’s Vineyard focused on architectural and cultural preservation. The brand is also continuing its partnership with the United Negro College Fund, supporting HBCU scholarships and fostering early talent development and recruitment opportunities.
Don’t miss the full-length documentary, A Portrait of the American Dream: Oak Bluffs, which premieres on YouTube on July 24, 2025. A special screening and panel discussion will also take place on 8 August 2025 at the Martha’s Vineyard African American Film Festival.
This story was first published on Robb Report USA. Featured photo by Ralph Lauren
