Ralph Lauren has expanded its ongoing partnership with Morehouse and Spelman Colleges through a new chapter: A Portrait of the American Dream: Oak Bluffs, a campaign and collection inspired by one of America’s most treasured Black communities.
The brand’s latest work pays homage to Oak Bluffs, a historic Black enclave on Martha’s Vineyard where generations of Black families have found joy, rest, and belonging. The campaign continues Ralph Lauren’s relationship with the two Atlanta-based HBCUs, first launched in 2022, and deepens its commitment to preserving Black culture and legacy through fashion.
“This collection is about more than a charming coastal town; it’s a story of the American dream,” said Ralph Lauren, founder and executive chairman of the brand. “Oak Bluffs’ unique history, traditions, and sense of community deeply inspire me and speak to what we are all searching for—a place where you can be free to be yourself, uncontrived, joyful, and truly at home.”
Ralph Lauren’s work with HBCUs began in 2020, following the resurgence of the Black Lives Matter movement after the murder of George Floyd. That year, the company made a public promise to support Black communities in meaningful and lasting ways.
“We are committed to playing a meaningful role in helping to create a world where everyone, regardless of their race, has the opportunity to create and live the life they imagine,” said Lauren.
In 2021, the Ralph Lauren Corporate Foundation pledged $2 million in scholarships to Morehouse College, Spelman College, and 10 additional Historically Black Colleges and Universities (HBCUs) through the United Negro College Fund.
By 2022, that commitment took tangible form with the release of a first-of-its-kind capsule collection created in collaboration with Morehouse and Spelman alumni. The collection was entirely conceptualized, shot, and modeled by Black creatives, featuring Black designers, photographers, and directors.
Inspired by collegiate style from the 1920s through the 1950s, the aesthetic captured the dignity, pride, and tradition woven into the culture of HBCU life. From the yearbook-like visuals to the narrative short film A Portrait of the American Dream, it was an unapologetic celebration of heritage.
Three years later, Ralph Lauren continues that story with a new focus: Oak Bluffs, a beloved summer haven for generations of Black families, artists, and entrepreneurs.
The campaign was developed in partnership with Morehouse and Spelman alumni, including Cole Brown (author/director), Azariah Bjørvig (videographer), and Nadine Ijewere (photographer), who collaborated to bring the spirit of the Vineyard to life.
“Our portrait of American style, and our vision of the American dream, would be incomplete without Black experiences like this,” said Lauren.
Photo Credit: Ralph Lauren
