Ralph Lauren is in trouble with the Internets. Some bloggers seem to think the designer's opening ceremony clothes for the US Olympians were offensive, heralding his iconic Polo horse more than the iconic Olympic rings. We say big deal. How this is any different than every other day in America in which corporations are triumphant over amateur dreamers? But Jeff Koopersmith at the American Politics Journal is outraged:
Of course, this is typically American: create something combining taste and quality, and then reduce it to rubble it by advertising where you bought it – and how much you paid.
In this case, however, Lauren has literally paid a high price – for the Olympic license to produce the American team’s replica togs. Olympics licenses cost a fortune.
Yet the IOC continues to portray the Olympiad as a “pure” sporting event celebrating the best athletes on earth - not a place for blundering materialism. This seems especially poignant given that the United States is closing in on its fourth quarter of recession and more family homes are being reposessed than bought.
I propose that along with drug testing labs, we have logo-testing experts who make certain the logos are hidden.
Adding insult to materialism, Lauren included with the outfits an instructional booklet on how to walk and speak in Polo clothing, thereby heading off the shame of his wares draping the plebeian skin of a gold-medalist who says he thinks he "did good" in his race.
Editor
Oh please. Nike has whored out the Olympics for years and no one blinked an eye. Shame on you, anyone who's outraged. Go back to watching your Bud Light commercials…oh wait, I mean the Olympics. Same thing.
As a former retail manager in menswear — and Polo was one of the lines we carried — I'm not at all surprised that David Lauren is steering the company in a direction similar to Lacoste and several other brands trying to reach a young male market. I've bought Polo stuff for years — it's worn well and won't go out of style. But I've NEVER been a fan of clothes manufacturers that put their logo in prominent places. I think it looks trashy and arrogant. I've always told customers that while clothing can make you feel better about yourself, you can look and feel great in anything — regardless of cost — if it's something you really like and it fits you (physically speaking) comfortably. And don't be afraid of looking "different." Style and fashion are not the same thing.
But what I'm dying to see is a leaked copy of the booklet. That'd be a freakin' (albeit offensive) hilarious read.
I liked this unsubstantiated line in the article.
"more family homes are being reposessed than bought."
Anyone know where I could fact check this or is it just blogger hyperbole?
AAA HA HA HA HA HA
Please do not replace one marketing and branding system with another, person we invited to help market and brand us! You will not blaspheme our money-making in the name of your money-making! While the Olympic rings were revealed in glory and majesty on two stone tablets to our prophet Jim Thorpe, your classic blazers and white berets are destroying our ideals and causing the housing crisis to worsen - you ought to be ashamed!
Chelsea, that was my first thought too.
And sadly, I didn't even notice the Polo pony when I saw them at the Opening Ceremony. Another victim of American consumerism I guess.