RALPH LAUREN ART STARS

In 2010 I developed Art Stars, a pan-European cultural platform for Ralph Lauren's Polo Jeans Co. Rather than relying on traditional fashion advertising, I repositioned the brand around creative expression, transforming the collection into a catalyst for art, individuality and contemporary culture.

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The project brought together 42 emerging artists from across Europe, each commissioned to reinterpret Americana through an original artwork inspired by the Polo Jeans Co collection. Their stories became the campaign itself, unfolding through editorial content, artist films, social media and a dedicated digital platform that connected audiences across 11 European markets.

POLO JEANS CO HVASS & HANNIBAL from nathanael potter on Vimeo.

POLO JEANS CO L'ATLAS from nathanael potter on Vimeo.

POLO JEANS CO STEFAN STRUMBEL from nathanael potter on Vimeo.

The artworks travelled as a touring exhibition, appearing in bespoke gallery installations inside flagship retail environments across Europe and launching with a live exhibition at Bread & Butter Berlin. The programme culminated in a public exhibition and charity auction at Phillips de Pury in London, raising funds for Teenage Cancer Trust and giving the campaign a meaningful cultural legacy beyond the retail environment.