To see Black faces, culture and history represented in mainstream fashion is few and far between. Often, runways, magazine spreads and media images lack color. Only recently have brands offered more diversity in their marketing and branding efforts. But with Ralph Lauren’s recent announcement of its Morehouse and Spelman Colleges Collection, we’re wondering—has the world of fashion turned a corner in representation of Black talent and stories important to our community? >>Chime in on THE BLOCK’s Instagram page
Mother Morehouse changed my life and continues to inspire me. I am proud to share her story and Spelman’s story with the world and authentically represent and pay homage to our legacy.
JAMES JETER, Concept Design & Special Projects – Ralph Lauren
The American Dream Collection, inspired by the deep roots of HBCUs Morehouse and Spelman, is the first of its kind for the brand. Inspired by legacy and community, the capsule collection was designed by Morehouse and Spelman alumni who currently work for the brand. Morehouse alum and concept designer James Jeter opened up via Instagram about the experience.
“It has been the honor of my life for Ralph Lauren, the man, to trust me with his brand and empower me with the creative freedom to conceptualize, creatively direct and design the Polo Ralph Lauren Exclusively for Morehouse & Spelman Colleges Collection & Campaign,” he said.
“The only school I applied to was Morehouse College,” he continued. “I keenly remember arriving on campus and being immersed in the uncompromised beauty and Black excellence encompassed on the hallowed grounds of Morehouse and Spelman Colleges.
“Nearly two years ago, I began designing several creative presentations that served as an exhibition into the cultural and sartorial traditions of African American life, which I shared with Ralph. I drew photographs from Morehouse and Spelman yearbooks from the 1920s-1950s, reminiscent of the beauty I had witnessed upon arriving on campus.
Those images would later set the foundation and inspire designs for the entire collection
Though the collection has garnered various reactions from the Black community, it comes at a time when Ralph Lauren is showing the brand is committed to their promise. In 2021, the Ralph Lauren Corporate Foundation pledged $2 million to HBCUs. This collection is to inspire its consumers through the magic that is Black history.
The project has the potential to change brands, campaigns and consumer marketing behaviors. If a company like Polo Ralph Lauren can scout, hire and utilize Black talent without exploitation, it’s a challenge for other major brands to do the same.
It’s so much more than a portrayal of a collegiate design sensibility. It’s about sharing a more complete and authentic portrait of American style and of the American dream—ensuring stories of Black life and experiences are embedded in the inspiration and aspiration of our brand.
Ralph Lauren
Creating these designs for a capsule collection limits theatrics and gives the participating designers and artists opportunity to authentically capture the eye of Black consumers. Such collections transcend seasons and trends, making them part of legacies to come.
“By sharing the early history of Spelman, as reflected in archival research, through clothing, the collection encourages conversations about the creative power of the Black experience,” explained Spelman College President Mary Schmidt Campbell.
The Polo by Ralph Lauren Collection for Morehouse and Spelman, including outerwear, suits, dresses and accessories, will be available worldwide March 29 at RalphLauren.com. The collection will drop in conjunction with the short film “A Portrait of The American Dream,” premiering March 28 on all social channels for the brand.
