Ralph Lauren has launched its latest campaign, the Oak Bluffs collection, paying tribute to the generations of Black travelers who have made Martha’s Vineyard a summer haven since the 1870s. This collection celebrates the unique culture and history of Oak Bluffs, Massachusetts, an area that has long been a refuge for Black Americans.
The Oak Bluffs campaign debuted last week, inspired by the crisp styles that resonate with the culture of historically Black colleges and universities (HBCUs). Sheryl Wesley, a Howard University graduate and organizer of HBCU Legacy Week on the Vineyard, emphasized that this collection shines a light on the deep-rooted history of Black people on Martha’s Vineyard. “What it has done is illuminate what we’ve already been doing here for years,” she said.
Massachusetts abolished slavery in 1783, allowing Black residents to live freely alongside Native American tribes. Following emancipation, many newly freed Black individuals migrated north, some finding agricultural work on Martha’s Vineyard and establishing homes in Oak Bluffs. By the early 20th century, this neighborhood became a sanctuary for middle-class Black travelers seeking relief from racial segregation, attracting prominent figures like singer Lena Horne and civil rights leaders Martin Luther King Jr. and Adam Clayton Powell.
The campaign launches as “Black August” approaches, coinciding with events like HBCU Legacy Week and the Martha’s Vineyard African American Film Festival. Concerns had arisen about how Ralph Lauren would honor this legacy, but the collection was conceived five years ago by an all-Black creative team led by James M. Jeter, a Morehouse College graduate, and Dara Douglas, a Spelman alumna. This marked the first time Ralph Lauren curated a campaign with an all-Black team, reflecting a commitment to authenticity.
Jeter and Douglas drew inspiration from HBCU alumni and families with deep ties to Oak Bluffs. “A lot of the people in the campaign also knew each other, had seen each other over the years on the island and grew up together,” Jeter explained. This collaborative approach allowed them to authentically tell the story of this vibrant community.
The Oak Bluffs collection aligns with Ralph Lauren’s longstanding reputation as an outfitter for affluent Ivy League colleges, but it approaches this affluence through the lens of a different American community. “This is a deeply American story of heritage, tradition, family, and community,” said David Lauren, the company’s chief branding and innovation officer.
Black homeownership on Martha’s Vineyard has been a reality since the 19th century, with many families passing their homes down through generations. Wesley highlighted the importance of honoring this legacy during Legacy Week, which features social activities, poetry readings, and discussions on creating generational wealth, alongside a keynote address from Dr. Javaune Adams-Gaston, president of Norfolk State University.
As the campaign unfolds, it symbolizes the merging of fashion with a rich history of Black culture, emphasizing that Black Americans have always been an integral part of the fabric of Martha’s Vineyard. “We’ve been here,” Wesley stated. “We’re going to be here during the campaign launch, and after it.”
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