The World of Ralph Lauren Takes Steps to Create Artist Merchandise in a More Sustainable Way.
By Patrice Louvet, CEO of Ralph Lauren Corporation
Music and fashion’s connection has been always been prevalent in society. From Elvis’ iconic jumpsuits to Adele’s classic all-black, old Hollywood looks, these are fashion elements tied to an artist’s brand. Fashion is a space for connection through tour merchandise or pieces of artist-inspired fashion—cultural moments are captured and memories are created.
At Ralph Lauren, we believe in the timeless luxury of fashion and creating pieces that are not simply trendy but meant to be worn for a life time. Which is why we are proud to introduce “Birds of a Feather,” a capsule collection with the talented singer and songwriter, Billie Eilish, inspired by her song and music video, Birds of a Feather.
Billie Eilish is an artist who embodies creativity, individualism, and a commitment to sustainable practices. The capsule collection goes beyond creating timeless pieces consumers can keep in their closets forever. It resonates with the moment and life consumers were living when they connected with the song, as well a call to action on the future of artist merchandise. Approaching it with sustainability and quality within fashion.
A Commitment to Sustainability
As a brand rooted in craftsmanship, Ralph Lauren is committed to shifting the over-consuming narrative of the fashion industry. Ralph Lauren sees it’s collection with Eilish as an opportunity to pave the way for sustainable, quality pieces, that are not only a vehicle for artistic connection but also implement changes to improve standards for artist merchandise.
Every item crafted for this collection was designed with sustainability and longevity in mind—it is not your average concert tent merch. The “Birds of Feather,” capsule is created from ethically sourced fibers and dyes, as well as other recycled materials. It was not only produced with artistic craftsmanship but also goals and values. We believe in quality over quantity when creating luxurious pieces to honor the craftsmanship of design.
Empowerment Through Fans
Eilish may seem like a unique choice for us to collaborate with as a brand initially, but Eilish as an artist encourages fans to value the products they consume and their environmental impact.
Both brands are committed to creating classic, distinguishable looks, and fusing these elements created a collection like no other. We are providing fans with apparel that embodies both style and sustainability—without compromising on either as their identity is showcased and their values aligned. Eilish is known for her commitment to recycling looks, wearing up-cycled and vegan materials, and providing her fans opportunities to do the same through her collaborations.
Each piece in the collection is traceable, ensuring ethical labor and eco-friendly production, aligning with Ralph Lauren’s broader ESG initiatives.
The Future of Artist Collaboration
“Birds of a Feather” marks the revitalization of artist merchandise from quickly produced designs to meaningful pieces that suit a consumer’s yearning for connection with an artist while aligning with their consumer values. The days of mass-produced artist merchandise with quick, superficial designs are numbered.
At Ralph Lauren, this is a long-term investment in the future of fashion, design, and artistic expression. By partnering with artists who share brand values, Ralph Lauren aims to create timeless collections bolstering our commitment to integrity and leading luxury apparel at the forefront of new classic designs and movements.
With the launch of this exclusive online collection, we embark on this journey for a more intentional role in the fashion industry.