Ralph Lauren and his iconic design sensibilities have become a symbol of classic American fashion and tasteful living. So we are pleased to see his choice of ethnically diverse models from around the globe continuing this year. “All-American” in the good ole Red, White and Blue is certainly showing its true colors in some beautiful shades of brown.

The most well-known of his models is likely Tyson Beckford. Beckford was hired in 1993 to exclusively represent Ralph Lauren’s Polo Sport fragrance and clothing lines. In 2008 we were all introduced to Pierre Woods who was prominently featured in Lauren’s Summer Olympics collection and the preceeding Polo by Ralph Lauren fall campaign. We’ve seen Argentine model Nacho Figueras in ads for Ralph Lauren Black Label and the Polo Black fragrance. And, he was recently named the brand ambassador for all three World of Polo scents. Perhaps the most interesting and heart-warming choice was Mr. Lauren’s decision to feature Somalian refugee, Ubah Hassan, as the face of his Ralph Lauren Collection Spring/Summer 09 Campaign.

A Bronx, N.Y. native, Ralph Lauren is a true American success story and lifestyle brand pioneer. His self-proclaimed “color blindness” is purposeful and evident from the brand’s corporate ranks to its ad campaigns. He has hired and appointed Hispanic and Black executives and board members, instituted diversity initiatives that have impressed even the EEOC, hired human resource managers experienced in handling race-relations issues, and sought advice from ethnic-diversity experts.

His strategies are a good example for any brand trying to increase profit margins through multicultural marketing efforts. Authenticity is key, and it must start from the inside out.

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