Polo pushes fashion to the extreme, with giant holographic models and New York cityscapes projected onto water at Central Park
At first, it was seemingly like any Ralph Lauren day: golf carts motoring guests through Central Park where they were fed lobster rolls and champagne, Kendall Jenner was there. But the high-tech, grand scale surprise was unexpected: a sheath of water shot up, and the Polo Ralph Lauren for Women collection made its debut via projection. The looks, though humongous, were blurrier than if they were in person, but given that they were holograms on water droplets, it was an impressive way to present a collection.
As the models walked (in front of a green screen originally, but incredible cityscapes in the show), scenes unfolded from New York: in front of the new Ralph Lauren store in DUMBO, Brooklyn, and up on the high line neon dresses strutted larger-than-life. Though the most memorable look from the night came from Ralph Lauren himself, busting a move on the H2O screen. "We've always been trying new technologies," said David Lauren. "We were the first fashion brand to sell on a mobile phone. We introduced QR technology to Europe and America, no one had ever seen QR codes before. We did the first shoppable windows. We did a 4-D show a few years ago, so we are always trying to push the boundaries.”
"I'm hoping that the weather co-operates," Lauren continued. "I hope that the crowd is excited and that when they see four-story-tall models walking across a lake in Central Park, they will feel that it was new and exciting.” The show coincided with the first lick of Autumn chill, the most-talked-about guest at the presentation. Even more than Kendall Jenner.
Last season, Ralph Lauren mixed wide-eyed youth with the drama of bias-cut gowns in a two-part AW14 collection. See it below: