Ralph Lauren Corp. (New York) has introduced a new Polo Ralph Lauren collection for women.
According to Women’s Wear Daily, the move is part of the company’s efforts to expand internationally by capitalizing on the strength of the Polo name.
“I felt like it was time that I should explode this,” Lauren told Women’s Wear. “It’s not about what’s expensive. The same girl that wears this will also buy Black Label and Collection. We’re giving her a diverse mood that she hasn’t seen.”
Polo women’s will replace Blue Label, reported WWD, but the company stressed that this isn’t a simple name change.
This is a clearer picture of women and girls, age anywhere from 16 to 60,” Lauren said.”This is about the young woman today who lives downtown and works. She’s active on weekends.
“You’ll say, ‘I know this is Ralph Lauren,’ but it has never been defined in a major story with all the categories.”
The collection will debut in the fall with a new Polo flagship on Fifth Avenue in New York, between 55th and 56th streets. There will be a restaurant, situated in the former home of La Côte Basque, that may or may not be called Polo.