In a dramatic relocation, Ralph Lauren will be staging his Autumn 2017 show in his garage. According to WWD, he will be inviting press and buyers to his home in Bedford, New York, in September to watch his see-now, buy-now runway show.
It is believed that the brand is looking to go in a new direction under the newly-appointed CEO Patrice Louvet, and transporting NYFW to Bedford will be a big moment.
‘Ralph’s Garage’ is where Lauren famously houses his rare automobile collection, which includes 1938 Bugatti Atlantic, a 1929 Bentley Blower and multiple Ferraris from the ’60s, ’70s, and ’90s.
It is believed that the cars will serve as a backdrop to the show, and the occasion will be the first time Ralph’s Garage will be opened for an event.
In conjunction with the dramatic change of location, Lauren’s show will represent another first: the Ralph Lauren Purple Label menswear collection will be shown alongside its womenswear on the runway.
After the show there will be a private formal dinner with guests expected to be dressed in black-and-white attire.
Lauren chose to host his Spring 2017 collection in his Madison Avenue townhouse, and instead of expensive cars garnishing the backdrop, there was an exceptional floral display.
He has certainly upped the stakes in terms of where brands choose to host their shows, and suggests that NYFW will be full of surprises.
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