He’s one of the most globally renowned names in fashion and could be described as America’s world ambassador of style. Ralph Lauren is a name that has been synonymous with style and the epitome of American fashion for decades. Emmy-winning producer Susan Lacy had the privilege of directing HBO’s new documentary film “Very Ralph,” which takes us behind the scenes of how Ralph Lauren came from humble beginnings and built a billion-dollar global empire.
Fashion Reverie had the privilege of speaking with the acclaimed director on how the film came to be, and how Ralph Lauren has defined so much of American fashion over the last fifty years.
Fashion Reverie: Why did you want to do a documentary on Ralph Lauren, and why was this a good time?
Susan Lacy: In the eighties, I created a series called “American Masters” on PBS. It went on the air in 1986 and ran for 30 years. My goal was to make a library of American cultural history. I didn’t know if the show was going to last into the 21st century, but it really became a major institution. My goal was to make films about people who affected our culture in significant ways including artists, writers, composers, architects, theatre people, and choreographers. I branched out into broader areas beyond visual arts and performing arts, but I had never done a fashion film. If I was ever going to do a fashion person and could only pick one, I always said it would be Ralph Lauren.
After 30 years, I left PBS and went to make films at HBO. One day Richard Plepler, who was the long-time head of HBO, who only just left recently with the AT&T purchase of Time Warner, asked me if I wanted to do a film on Ralph Lauren. I said yes, but I have to meet Ralph Lauren first. The kind of films I make are very intense films, they aren’t soundbite films. I try to connect the dots from who the person is, their life, where they came from, what inspired them, and how they then built that into a body of work. I don’t do the flavor of the hour. These things don’t work unless there is some chemistry between me and the subject.
So, I met Ralph, and we hit it off instantly, and he’s not an easy guy to breakthrough. He has always controlled everything that has ever come out about him and the brand. There’s nothing that has ever been done about him or the brand that wasn’t approved by him.
Our first conversation was about how that wouldn’t be the case with this film. He said this would be the one thing in his life where he’d be hands off, so it was really scary of him. The timing coincided with the 50th anniversary of the brand, so I could explore the mystery and magic of him creating that 50th anniversary collection. Getting him to agree to letting me film him at work wasn’t easy, because he always liked to keep his process very private.
FR: What first interested you in Ralph Lauren as a subject matter?
In my opinion, there’s not that many American fashion stories as interesting as his. He’s such an interesting story. He came from nothing, and just had a good eye for fashion, followed what he liked, and built a global billion-dollar business by simply trusting that other people would like what he liked. He was a pioneer in so many ways from branding to lifestyle.
FR: How was the process involved in making this film, from conception to finish?
Susan Lacy: Every film is different. There are certain steps that are the same with every film. For me, I read everything there is to read about the person and I look at everything there is to look at. Ralph Lauren had a pretty serious archive. Thankfully, I have a team of unbelievably good researchers. I begin to figure out what is the story I wanted to tell, and how I was going to visualize it. This was difficult with this film because you couldn’t do a phantom thread about Ralph Lauren. He doesn’t sew, and draw, and drape, and sketch. Where he gets his ideas, and inspirations, and aspirations was visually really tricky. So, I used clips from a lot of movies that inspired his collections. I chose very, very smart people to interview to help put the movie in cultural and social context. His story is more than a pure fashion story, and that’s what I tried to make.
FR: What do you think is Ralph Lauren’s greatest contribution to fashion?
Susan Lacy: He didn’t give us an entirely new way of looking at clothes, but what he did do was create an American style that spoke to millions and millions of people around the world. He made American design and style as important as Italian or French style.
FR: How has Ralph Lauren defined American sportswear?
Susan Lacy: He created the concept of high-low, mixing traditional luxury with more casual pieces. Anna Wintour said it beautifully in the film, “he anticipated streetwear would become the world’s uniform.” He put safari jackets over lamé dresses. He took tee shirts and parkas and made it the world’s uniform. He also championed diversity in his ads on the runway before anyone else did by casting models like Tyson Beckford and Naomi Campbell.
FR: What do you think sets Ralph Lauren apart from other American sportswear designers?
Susan Lacy: You know, I’m not enough of a fashion industry insider to be able to talk about that, but I will say he had a very different style. Donna Karan, Calvin Klein, and Ralph Lauren were all on the rise around the same time, but they were all doing their own thing. Calvin and Donna were interviewed for the film and had very generous opinions about Ralph. Calvin said the rest of us were thinking about our next collection and he’s thinking about his brand. Robin Givhan, the fashion critic at The Washington Post, said he offered a lifestyle, everyone else offered up stuff.
FR: Ralph Lauren’s fashion career spans over 50 years. How did you squeeze all that time into a 2-hour documentary?
Susan Lacy: I spent a year in an edit room. Storytelling is its own art. The hardest part is taking all this material, because you look under every rock for information, do all of these interviews, and think through the story you are trying to tell. Your first cut is about three hours, then you have to whittle it down. You also can’t treat everything like a bunch of stuff you’re throwing into a kitchen sink, either.
FR: In the documentary you explore Ralph Lauren as a global brand. Could you talk about that?
Susan Lacy: Ralph Lauren the first designer to have a store within a store at Bloomingdale’s. He also had a freestanding store on the Upper East Side before freestanding stores were really a thing. Now, every major brand has a freestanding store.
Later, Ralph Lauren opened freestanding stores around the world. Now, he has stores in Moscow, Milan London, and Paris. People look forward to the opening of a new Ralph Lauren store or a new ad campaign like it’s a movie about to be released or a book about to come out. He was very conscious about having something that had international appeal.
FR: Aside from Ralph Lauren, who do you think was the most important voice in the documentary?
Susan Lacy: Anna Wintour is an important voice because she is arguably the most important voice in fashion. Her name really carries a lot of weight.
FR: What was the most surprising thing you learned about Ralph Lauren?
Susan Lacy: I was surprised by what a genuinely humble person he is. Sometimes, he’s still like a little boy who can’t believe he is Ralph Lauren. He also cares tremendously about the people who work for him.
FR: What do you want audiences to take away from this film?
Susan Lacy: What I think people will take away from this might sound cliché, but believe in yourself, and if you have something to give the world, hard work, perseverance, and talent will get you there. Don’t give up on your dreams.
“Very Ralph” premiered on HBO on November 12.
— Kristopher Fraser