How Ralph Lauren Became Cool Again for Gen Z

Once associated with parents’ closets and traditional preppy style, Ralph Lauren is now finding new relevance with Gen Z.

A viral holiday aesthetic on TikTok has helped reframe the brand as cozy, timeless, and aspirational, sparking renewed interest in vintage Ralph Lauren fashion and home décor.

The trend, often described as a “Ralph Lauren Christmas,” emphasizes classic textures, muted colors, and carefully styled spaces, an aesthetic that resonates with younger consumers drawn to nostalgia and “quiet luxury.”

Online searches for vintage Ralph Lauren items have surged, and younger shoppers are increasingly engaging with the brand both digitally and in stores.

Behind the scenes, Ralph Lauren has spent years repositioning itself for a younger audience without abandoning its heritage. The company has updated iconic pieces, leaned into storytelling around American style, and expanded its digital presence to meet Gen Z where they are.

Cultural moments have also played a role, including high-profile visibility from celebrities such as Taylor Swift, whose fashion choices sparked viral attention.

As a result, Ralph Lauren now ranks among the most desirable brands for consumers under 35, illustrating how heritage labels can successfully reconnect with new generations by blending tradition with modern culture