The video, titled “Family is who you love”, follows eight real families enjoying the classic Ralph Lauren all-American lifestyle, spending time together at home, at the park and on holidays at the beach, all while wearing Ralph Lauren clothes.
The campaign features a diverse range of families including a single-parent family, a family that spans multiple generations and gay couple, Helena Tejedor and Cecile Winckler.
Talking of the new campaign, Jonathan Bottomley, chief marketing officer at Ralph Lauren said in a statement: “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, noting that the campaign is a “fresh expression of that idea.”
The same-sex couple toasted their modelling debut for the brand on Instagram.
Winckler shared a photo of herself and Tejedor from the spring campaign, writing: “Looks like @ralphlauren got us out of their closet!
"Cheers to being their first same sex couple.”
Tejedor posted the same image alongside a caption which read: “I don’t really know how this happened but @cecilion and I are the first same sex couple to ever feature in a Ralph Lauren campaign in the history of RL.”
Both the models and the brand were praised by the couple’s followers on social media, with many calling the campaign “amazing” and “beautiful”.
“Gay role models forever”, one person wrote.
Another added: “Love the video campaign too, so beautiful.”
I don’t really know how this happened but @cecilion and I are the first same sex couple to ever feature in a Ralph Lauren campaign in the history of RL 💪🏻🏳️🌈❤️ Thank you @poloralphlauren and our one shot model agent @samuel_ellis 💕 my mum thinks i finally made it and that I wear long skirts and live in the hamptons now 👍🏻
A post shared by helenatejedor (@helenatejedor) on Mar 29, 2019 at 4:43am PDT
The demand for representation within the LGBTQ community has seen more and more brands show their support for same-sex couples in their advertising.
George Okeny and Yanii Gough, with their son, Zola. “She has a soul like nobody else I’ve ever been around,” says George. “She believed in me when I didn’t always believe in myself. That was the moment I thought, with somebody like this, I can take over the world tomorrow.” . “He invited me to have tea! That was new to me. No one invites me to have tea,” recalls Yanii. “We sat down, he recommended a flavor, and we picked each other’s brains. The conversation just kept going. I felt like we became best friends immediately.” . Read the full #RLMag Q&A at RLMag.com or via bio link. . #PoloRLStyle #PoloFam
A post shared by Polo Ralph Lauren (@poloralphlauren) on Mar 29, 2019 at 9:41am PDT
The image featured on a prominent billboard on Houston Street in Soho, New York and was said to be a "sociological experiment turned fashion campaign".