NYFW: Ralph Lauren Spring/Summer 2010

To tell you the truth I have never seen such a casual collection from Ralph Lauren before. It’s interesting of course but very unexpected.

No elegance of sophistication is seen in the garments but they do look great for daily teenage wear.

As Ralph Lauren explained he looked to Dust Bowl era workers—”the farmer, the cowboy, the pioneer woman”.

As it turns out the designer wanted to celebrate what is truly and uniquely American. And he succeeded.

The Spring/Summer 2010 collection was presented at New York Fashion Week. It is full of denim – all mashed up in a variety of color washes and levels of destruction.

Ripped denim boyfriend trousers go with workwear shirts, mannish vests and newsboy hats; Holly Hobbie housewife dresses are matched with caps and platform sandals – everything is comfortable and reserved. No bright details or embellishments are used.

However, there are some evening dresses – not too much equisite but still nice-looking. I especially liked a silver gown made to look like a pair of overalls. Really unusual designer desicion!

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• unusual branding for overalls