• by Sarah Mahoney , Yesterday

At a time when many brands are retreating from inclusive messaging, Polo Ralph Lauren is leaning in. Its latest collection celebrates Oak Bluffs, the Martha’s Vineyard community long cherished by Black vacationers, blending coastal leisurewear with off-campus collegiate style inspired by the heritage of Morehouse and Spelman Colleges.

The capsule includes sun-faded crewnecks, collegiate ballcaps, swimsuits, sandals, and knits — all designed by Ralph Lauren employees who are alumni of the two historically Black colleges. It builds on the brand’s 2022 award-winning collection tied to Morehouse and Spelman.

It’s not the brand’s first HBCU-inspired collection — the 2022 Morehouse and Spelman campaign earned broad acclaim. But this one is bolder, landing at a time when the White House is targeting companies it deems “too woke.”

The new campaign is steeped in storytelling, anchored by a full-length documentary, "A Portrait of the American Dream: Oak Bluffs."

Directed by Cole Brown, the film will also screen at the Martha’s Vineyard African American Film Festival next month, followed by a panel discussion.

Nonprofit partners include the Cottagers, a group of 100 Black female homeowners dedicated to preserving historic homes on the island, along with other local organizations and college advisors. The campaign also continues Polo Ralph Lauren’s long-running partnership with the United Negro College Fund.

“This collection is about more than a charming coastal town; it’s a story of the American dream,” said Ralph Lauren, executive chairman and chief creative officer, in the announcement. “Oak Bluffs’ unique history, traditions and sense of community deeply inspire me and speak to what we are all searching for – a place where you can be free, uncontrived, joyful and truly at home.”

Shot by photographer Nadine Ijewere and filmmaker Azariah Bjørvig, the campaign features archival imagery and personal stories from multigenerational homeowners, year-round residents, seasonal visitors, and Morehouse and Spelman students and alumni.