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Ralph Lauren features same-sex couple for first time in advert

Ella Braidwood March 29, 2019
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Ralph Lauren advert

American fashion label Ralph Lauren has reportedly featured a same-sex couple in an advert for the first time.

The latest ad for the New York-founded luxury brand’s Spring campaign, released on Thursday (March 28), is titled “Family is who you love” and includes a lesbian couple.

The video, which is nearly a minute-and-a-half long, also shows multi-generational families and people of different ethnicities.

A Ralph Lauren spokesperson told Ad Age that it was the first campaign by the company to portray a same-sex couple.

Ralph Lauren features same-sex couple in advert for first time

Jonathan Bottomley, chief marketing officer at the company, which was founded in 1967, said in a statement to Ad Age: “We live in a world where the meaning of family is bigger, broader and more personal than it has ever been before.

“We believe that family is one of the most positive forces and powerful unifiers for all of us today,” he added, saying that the advert is a “fresh expression of that idea.”

Watch the latest Ralph Lauren advert below:

“We live in a world where the meaning of family is bigger, broader and more personal than it has ever been before.”

—Jonathan Bottomley, chief marketing officer at Ralph Lauren

The advert comes after America’s largest bridal store chain, David’s Bridal, featured a same-sex couple for the first time in its new advert in January.

David’s Bridal, Coca-Cola and Kellogg’s also feature LGBT+ individuals in marketing

The Pennsylvania-headquartered company said it was taking a more inclusive approach to its marketing, including interracial couples and a lesbian relationship in its latest advert, reported Ad Age. 

Liz Crystal, chief marketing officer at David’s Bridal, which was established in 1950, told Ad Age that the company is “rewriting the rules” in its latest branding.

“We wanted to make sure this spot represented what we see from brides today,” said Crystal.

“We value every type of bride.”

A number of other big companies have also pushed to include LGBT+ couples and themes in their marketing in the US.

In May, a video created to advertise Las Vegas included a lesbian couple.

And, in February, a Coca-Cola advert aired at the Super Bowl included a lesbian couple and a non-binary person.

Meanwhile, in the UK, three drag queens featured in groundbreaking adverts from cereal company Kellogg’s.

More: advert, fashion, lesbian couple, Ralph Lauren, same-sex couple, US

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