Ralph Lauren x Billie Eilish

“Birds of Feather” capsule collection

This project was developed as part of my PR Communication final exam. It involved in-depth brand research, market analysis, concept development, design execution, media materials writing, communications strategy, and a final deck presentation

"Birds of Feather" Collection

Client: Ralph Lauren

Thought - leadership 🌟 Infographic 🌟 Out of Home Advertising 🌟 Social media Advertising 🌟 Photoshop 🌟 Canva 🌟 AI design 🌟

CHALLENGE:

While Ralph Lauren holds strong brand equity built on heritage, craftsmanship, and global recognition, it faces a growing relevance gap among Gen Z consumers who perceive the brand as traditional or out of touch with current cultural trends.

INSIGHTS:

STRATEGY:

Gen Z is open to embracing Ralph Lauren—but only when the brand shows up where they are, speaks their language, and reflects their cultural values. To bridge this gap and reinvigorate its connection with younger audiences, Ralph Lauren must reposition itself as a brand that honors its timeless American style while demonstrating cultural fluency and authenticity.

This collaboration offers a pivotal opportunity: by tapping into Eilish’s influence and alignment with Gen Z values, Ralph Lauren can reintroduce itself as a brand that evolves with the next generation, without losing the essence of what made it iconic.

Ralph Lauren will launch the “Birds of Feather” capsule collection inspired by Billie Eilish music video. The collection will include cargo shorts, thermal long sleeve shirts, corduroy flatcap, three t-shirts designed by Billie Elish, and accessories.

Download Report here

Download Creative Brief here