UPDATE 12.24.25: The young generation has fully embraced American classic brand Ralph Lauren. In The WSJ, Suzanne Kapner details the newfound acceptance of RL by the TikTok generation, writing:
A Ralph Lauren Christmas is defined by rich textures: wool, velvet, leather, dark woods, classic tartan patterns, pine cones and candles. There are also many things it isn’t: no bright green garlands, no mixing of plaids in the same room, and no gift bags under the tree. All presents should be in boxes that are wrapped in coordinating paper and ribbon.
These aren’t official Ralph Lauren rules but a set dictated by the youths of TikTok, who have embraced the brand’s cozy, timeless holiday aesthetic this season. The trend has fueled a frenzied hunt for vintage Ralph Lauren home decor: eBay searches for that category were up 250% in November compared with the same month in 2024. Young people are flocking to stores, too, eager to immerse themselves in the vibe.
After years of resisting the preppy brand worn by their parents (and their grandparents before that), many of them have decided that Ralph Lauren is actually pretty cool.
President and Chief Executive Patrice Louvet said he can’t take credit for the Ralph Lauren Christmas trend. But since joining the company in 2017, he has been on a quest to win over Gen Z consumers—and keep them for the next 50 years.
In many ways the brand was stuck in the past. Its main form of communicating with customers was through glossy print ads. Many of its iconic products hadn’t been updated for new generations.
“We looked at that younger generation and it was pretty clear that we were not talking to him or her,” Louvet said in an interview.
Originally posted September 2, 2025.
On a recent visit to Nantucket, Your Survival Guy tagged along with Your Survival Gal and a friend while they shopped. It reminded me of our many trips to Paris, where one works up an appetite shuttling from one fashion house to another. What I observed on island time was how busy Ralph Lauren was on Main Street, packed with well-heeled, or sandal-clad, clientele seeking out its high-end Purple Label and Ralph Lauren Collection. What an American success story.
As a side note, Your Survival Guy and family drove by Lauren’s Colorado ranch on a ski trip to Telluride. You could tell it was his ranch by the fence that went on for miles. At dinner with a client last week, whose cousin is from Germany and works in Dubai, he told me the first place they went in New York City was Ralph Lauren for the Purple Label.
Your Survival Guy is gearing up for another research trip to Paris in October. As you read about the problems in France: the record debt, the dysfunctional government with comparisons to Italy (which is now the one in better fiscal shape), you have to wonder how big government in France digs out of this one. What’s clear is Paris will always be Paris, but it is shrinking. Venturing beyond the core arrondissements of the 8th (Le Bristol), the 1st (Ritz), and the 16th (Four Seasons George V) on the Right Bank and the 6th, 7th, and perhaps the 5th on the Left will become less desirable as the money to keep them beautiful dries up.
Action Line: Get out there and see Paris while you can because if you don’t do it this year, you’ll be a year older when you do, and be sure to visit Ralph Lauren’s flagship store on St. Germain on the Left Bank. I want to hear about your trip, or better yet, let’s talk before you go, and I’ll tell you about my favorite spots in Paris. Email me at ejsmith@yoursurvivalguy.com.
