Ralph Lauren launches street-smart design to shop

Designer Ralph Lauren acknowledges applause after his runway show in New York on Wednesday. (Photo: AP)

Ralph Lauren transformed Madison Avenue into a runway to celebrate his “see-now, buy-now” launch in a stunning display of American elegance before throwing open his candle-lit store for a champagne reception.

The 76-year-old designer, who heads up a multi-billion-dollar empire and whose signature look defines modern East Coast style, is leading a fashion revolution with the likes of Tommy Hilfiger and Tom Ford in offering buy-now and ditching the time lag between catwalk and store.

It was an audacious, high-stakes show that showed Lauren’s clout — commandeering half a block of prime real estate as police set up a security cordon on the penultimate day of New York Fashion Week. “From the very beginning I’ve always designed with you in mind. You are changing the way you live and the way you want to shop, and we are changing with you and for you,” he said.

A veteran of five decades in the business, he has perfected the art of the beautiful catwalk show, presenting them as love letters to America and fall/winter 2016 was no exception to the iconic Lauren look.

Each look was applauded as it went down the runway and Lauren was treated to a standing ovation as he walked out, steadying himself up by reaching one hand onto a pillar as he slightly missed his step. Standing in the middle, dressed in denim, he modestly gestured each hand towards the enormous store front window, whose curtains suddenly parted as if by magic to reveal moving images of galloping horses.

It was a stunning collection and his special blend of beautifully tailored, aristocratic European-style suiting meets Americana. He turned the cowboy and Indian look into preppy cool with tasselled suede jackets, chunky belts, thick chokers and wide-brimmed hats on the long, lean silhouette he so loves.

There were plaid shirts, a hint of floral embroidery and bold geometric, almost tribal prints. There was stunning a vermillion one-shoulder gown, sequinned cocktail dresses in yellow, pink and blue.

He and his wife, Ricky, greeted guests personally through the doors of the flagship store where waiters handed out glasses of champagne.

Everything seen on the catwalk was immediately available to buy. As with Hilfiger and Ford earlier in the week, the proof will be in the sales. Their business clout and fame have allowed them to take the risk, but other design houses increasingly expect to follow.