Ralph Lauren is launching Birds of a Feather, an exclusive digital capsule collection in collaboration with Grammy Award-winning artist Billie Eilish. The collection features cargo shorts, thermal long-sleeve shirts, corduroy flatcaps, three t-shirts, and complementary accessories.
This collaboration is a strategic move to modernize Ralph Lauren’s brand perception while staying true to its story of timelessness and quality. Birds of a Feather connects classic American luxury and the next generation of consumers, blending heritage with self-expression. Eilish’s influence and digital reach positions Ralph Lauren as a brand that evolves without compromising authenticity.
Available exclusively on RalphLauren.com, this digital-first launch drives engagement, online traffic, and cultural relevance with younger audiences.

Ralph Lauren is a globally recognized fashion and lifestyle brand with a prominent background in classic American elegance. What once was a 1960s tie business has grown into a global luxury brand across apparel, accessories, and home furnishings. Ralph Lauren’s brand is built on three storytelling approaches:

The American Dream – A legacy of aspiration and reinvention.
Timeless Elegance – Rejecting fleeting trends in favor of enduring style.
The Aspirational Lifestyle – More than fashion, Ralph Lauren sells a way of life.

Goal: Expand Ralph Lauren’s appeal to younger consumers (18-30) while maintaining its reputation for quality and prestige.
Objective 1: Increase digital engagement among the 18-30 demographic.
Objective 2: Boost website traffic to RalphLauren.com, taking advantage of the 8.1% annual growth in online retail.
Objective 3: Strengthen social media presence with a campaign that feels culturally relevant and authentic.
Objective 4: Create a modern and relatable brand perception while preserving heritage and background.

Cultural Connectors: These are digital-first consumers who value craftsmanship but reject mainstream fashion. They don't follow trends, they curate their identity through thoughtful choices. They gravitate toward brands that offer authenticity and creative freedom. Billie Eilish embodies their mindset: unconventional, unapologetic, and progressive.
Heritage Interpreters: Loyal Ralph Lauren consumers who appreciate the brand’s history but embrace fresh interpretations of classic styles. They see fashion as a connection between past and present, and recognize the significance of a collaboration that challenges expectations while respecting tradition.

Creative Brief

Data Mining & Audience Profiling