WHY THIS LUXURY FASHION BRAND IS PUTTING FAMILY FIRST

Iconic all-American brand Ralph Lauren has embraced Arabia into its extended RL family, by launching a regional fashion campaign celebrating the premise of unconditional love. And nowhere does that resonate more than here in the Middle East, where the premise of far-reaching family is so powerful.

The house's global Family Is Who You Love campaign is a testament to togetherness and unity, embracing the notion that family goes beyond blood ties and should rather be determined simply by those you love, and those who love you in return. Mother, sister, brother, friend...

Now collaborating with sisters Karen and Andrea Wazen, and the Abdul sisters - Thana, Sakhaa and Duaa - as well as best friends Chndy, Karrouhat and Wathek, and Haya Sawwan and her children, the campaign hopes to represent how Ralph Lauren spans generations and celebrates the notion of the modern family, understanding that the true meaning of friendship and family is at the very forefront of its customers' heart.

The triumvirate fusion of fashion, friendship and family, and with its poetic messaging permeating throughout, the collaboration makes Ralph Lauren's summer-fuelled collection even more desirable. Made-to-measure memories stitched together one outfit, one moment, at a time.