Advertising headline/tagline

Creative Brief: Ralph Lauren x Billie Eilish – “Birds of a Feather” Capsule Collection

Background

Ralph Lauren, an iconic American fashion house known for its timeless style, is launching an exclusive capsule collection in collaboration with Billie Eilish. Inspired by the visuals and aesthetic of her music video, the Birds of a Feather collection merges Ralph Lauren’s signature craftsmanship with Billie’s bold, oversized, and gender-fluid fashion. The collection, which includes cargo shorts, thermal long-sleeve shirts, corduroy flat caps, three limited-edition t-shirts designed by Billie Eilish, and accessories, will be available exclusively online at RalphLauren.com.

This collaboration introduces a new dimension to Ralph Lauren’s legacy by appealing to a younger, culture-driven audience while maintaining the brand’s commitment to self-expression and individuality.

Target Audience

Gen Z and Millennial consumers (ages 16-34)

– Fashion-forward individuals who seek out limited-edition, exclusive drops and align with brands that embrace self-expression, creativity, and inclusivity.

– Digitally native shoppers who prefer online-first releases and engage with fashion through social media, influencer culture, and streetwear trends.

Fans of Billie Eilish (ages 13-30)

– Loyal followers who resonate with Billie’s bold, oversized, and gender-fluid style as an extension of her artistic identity.

– Music lovers who see fashion as an expression of their personality, mood, and individuality.

– Fans who actively engage with her music videos, Instagram posts, and TikTok trends, making them prime audiences for digital marketing efforts. personality, mood, and individuality.

Streetwear and Contemporary Fashion Enthusiasts

– Consumers who admire the fusion of heritage brands with modern, subversive aesthetics, appreciating the intersection of luxury craftsmanship and street culture.

Key Message:

Single-minded message

The Birds of a Feather capsule collection blends Billie Eilish’s iconic aesthetic with Ralph Lauren’s heritage, offering a bold, expressive, and gender-fluid take on modern fashion—available exclusively online at RalphLauren.com.

Audience-specific message

– Fashion-forward Gen Z & Millennials: Elevate your everyday wardrobe with bold, expressive pieces designed to stand out.

– Billie Eilish fans: Step into Billie’s world. The Birds of a Feather collection is designed by Billie, for those who dare to be different.

– Streetwear lovers: Classic meets contemporary—Ralph Lauren’s craftsmanship meets Billie’s vision in an exclusive drop.

Core Campaign Elements:

Social Media & Digital Ads

– Paid Instagram, TikTok, and YouTube ads featuring behind-the-scenes content with Billie Eilish.

– Interactive TikTok challenges encouraging fans to style their own Birds of a Feather looks.

– Fashion and streetwear influencers unboxing and styling the collection.-forward Gen Z & Millennials: Elevate your everyday wardrobe with bold, expressive pieces designed to stand out.

Out-of-Home Advertising:

– Urban billboards and transit ads in major fashion hubs (New York, LA, London).

– LED displays in shopping districts showcasing key pieces from the collection.

– QR-code-activated bus shelters that link to exclusive Billie Eilish styling videos.

Influencer & Artist Collaborations:

– Billie Eilish-led campaign visuals and exclusive interviews discussing the creative process.

– Fashion creators and digital stylists showcasing how to wear the capsule collection.-code-activated bus shelters that link to exclusive Billie Eilish styling videos.

Launch Event:

Ralph Lauren will host an exclusive museum-style pop-up experience in New York, where guests can explore interactive installations inspired by Billie Eilish’s music video visuals. Each space will showcase pieces from the collection alongside immersive soundscapes, digital projections, and interactive design elements. An AR try-on mirror will allow attendees to virtually wear the capsule collection, and exclusive behind-the-scenes footage will highlight the collaboration. The experience will be free and open to the public, creating an accessible and buzzworthy moment for fans of both Ralph Lauren and Billie Eilish.

Campaign Goal

– Drive Online Sales – Increase traffic and conversions on RalphLauren.com by 15% in the first month following launch.

– Boost Brand Engagement – Achieve 250,000+ organic social media interactions (likes, shares, comments, UGC) within the first two months.

– Expand Audience Reach – Grow Ralph Lauren’s younger demographic, with a 10% increase in Gen Z and Millennial customers interacting with the brand online.

– Strengthen Brand Perception – Position Ralph Lauren as a forward-thinking, culturally relevant brand by driving positive sentiment in social conversations and media coverage.

– Encourage Influencer & UGC Content – Secure at least 100 influencer posts and 1,000+ user-generated content (UGC) posts featuring the collection within the campaign period.

Advertising Headline/Tagline

“Breaking Boundaries, Redefining Style: Ralph Lauren x Billie Eilish – A New Era of Fashion.“

– This tagline emphasizes the collaboration’s innovative and boundary-pushing nature, blending Ralph Lauren’s classic style with Billie Eilish’s modern, rule-breaking aesthetic. It reflects the fusion of both worlds in a fresh and impactful way.

Why do we need this ad?

This ad is important because it introduces the Birds of a Feather collection in a way that highlights the unique blend of Ralph Lauren’s classic style and Billie Eilish’s modern, oversized aesthetic. It helps generate excitement, attract both loyal Ralph Lauren customers and new, younger audiences, and drive traffic to RalphLauren.com. The campaign reinforces Ralph Lauren’s ability to evolve with fashion while staying true to its heritage, making this collaboration feel fresh, relevant, and highly anticipated.