Ralph Lauren has previewed his adult collections online and now, he is doing the same for his childrenswear line. However, instead of a typical runway show, Ralph Lauren has created “The RL Gang” a group of 8 children living in an illustrated world.
The story features the children on their first day back at school. When their teacher, Professor Randolph Lattimer, opens “The Incredible Book of Fantastic Things” and asks the young ones to close their eyes, they are taken to a fantasy world that is perfect but for one dying apple tree. The kids rescue the tree by watering it. The story concludes with each child deciding who to give the apples to.
“The RL Gang” is geared toward 2 to 8-year old children and is a really cute way of showcasing the new collection. I love how there is a tie-in with a children’s book and I think the new campaign is something that kids and parents will enjoy.
The new RL Gang site on RalphLauren.com launches on August 18th. The storybook is launching in an exclusive partnership with Bloomingdale’s and a hardcover copy can be purchased on demand on Tikatok.com for $18.95.