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Ralph Lauren
Ralph Lauren, born Ralph Lifshitz in the Bronx, founded his fashion company in 1967, initially designing a line of wide neckties before expanding into a full menswear line under the Polo brand, eventually growing into one of the largest American fashion empires ever built. Lauren's aesthetic, built around aspirational depictions of preppy East Coast old-money American style, complete with polo players, country clubs, and Ivy League imagery, created a specific lifestyle brand identity that sold an entire idealized version of American life alongside the clothing itself. The company's advertising campaigns, using elaborate lifestyle photography rather than simply showcasing the clothing itself, became a widely influential template for lifestyle-brand marketing that numerous subsequent fashion and consumer brands directly modeled their own advertising strategies after. Ralph Lauren's combination of his aspirational all-American lifestyle brand identity and his pioneering lifestyle-driven advertising approach has made him one of the most commercially successful fashion designers and brand builders in American history.
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Calvin Klein
Calvin Klein founded his fashion company in New York in 1968, building his early reputation around minimalist, understated American sportswear before achieving major mainstream fame in the late 1970s through a series of provocative designer jeans advertisements starring a teenage Brooke Shields. Klein's advertising, frequently pushing the boundaries of sexual suggestiveness in mainstream fashion marketing, generated significant public controversy at multiple points across his career while also proving highly effective at building brand awareness and driving sales for the company's jeans and underwear lines. The Calvin Klein brand's minimalist aesthetic, favoring clean lines and neutral colors over elaborate ornamentation, became closely associated with a specific vision of sleek, modern American style that distinguished it from more maximalist European fashion house sensibilities. Calvin Klein's combination of his boundary-pushing, sometimes controversial advertising strategy and his minimalist American design aesthetic has made him one of the most commercially and culturally influential fashion designers of the late 20th century.
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