Watch Ralph Lauren Turn Mist into Models

3 minute read

When your brand is as well known as Polo Ralph Lauren, it’s hard to get people excited about it. (Collared shirts — we get it.) So the folks at the label decided to get something going by creating a new type of runway made of mist. In a lake. In New York City.

On the evening of Sept. 8, fashionistas including at least one Jenner offspring and many Laurens were driven in golf carts (these people wear heels) to The Lake, as it’s known, near Cherry Hill on the west side of Central Park. Shortly after 9 p.m., a sprinkler head rose from beneath the surface and formed a 60-ft-high halo of mist. The models walked out into the fog — or at least, they appeared to. With New York City shimmering in the background, and Central Park foliage in the foreground, the modes’ images were projected onto the droplets of water by what the Polo folks were calling 4D technology. (Physicists and pedants would have pointed out that the show had maybe three dimensions and not even close to four, but this was not that kind of crowd.)

The hologram-like approach had the advantage of being able to take viewers to a bunch of locations in New York City without forcing them to leave the comfort of their park benches: the Brooklyn Bridge, Dumbo, the High Line, a different part of Central Park, all pretaped when those locations were empty. The models, who were even taller than usual, appeared to be walking on water, like an army of messianic dreamgirls in cheerful solids. There was even a holographic Ralph, taking his bow and doing a little dance step in the lake while the real Ralph looked on. The effect was spooky and otherworldly, but very very cool.

While the Polo folks were calling the event “a sensory experience that uses innovative technology that could forever change the landscape for a fashion show,” it’s hard to see this getting widespread acceptance, amazing as it was. Perhaps it solved the vexing problem of models who arrive late for shows, but the punctual ones aren’t going to be replaced by wraiths of mist filled with light any time soon.

Check out the video above, but watch out — it sneakily cuts away to a different, clearer video, for people who actually want to see, you know, the clothes. But you get the idea.

See Ralph Lauren's Most Memorable Designs

Robert Redford In 'The Great Gatsby'
Robert Redford, wearing a Ralph Lauren suit, leaning against luxurious car in a scene from the film The Great Gatsby, 1974. Paramount/Getty Images
Ralph Lauren - Princess Diana
Princess Diana is escorted by fashion designer Ralph Lauren during an event at the National Building Museum on Sept. 24, 1996 in Washington.Richard Ellis—Getty Images
Ralph Lauren - Annie Hall
Diane Keaton, wearing Ralph Lauren's design, and Woody Allen in the 1997 film, Annie Hall.United Artists
71st Annual Academy Awards - Arrivals
Gwyneth Paltrow at the 71st Academy Awards on March 21, 1999 in Los Angeles.Jeffrey Mayer—WireImage/Getty Images
Ralph Lauren - Kanye West
Kanye West wearing the Polo Bear sweater on Jan. 19, 2004 at Park City, Utah .Mychal Watts—WireImage/Getty Images
Polo Ralph Lauren Legends Tennis Clinic With Venus Williams
Venus Williams, wearing Ralph Lauren, at the 2010 U.S. Open on Aug. 26, 2010 in New York City.Joe Kohen—WireImage
Ralph Lauren - Dwayne Wade
Dwayne Wade and Gabrielle Union at the Bridgehampton Polo closing day on Aug. 28, 2010 in Bridgehampton, NY.Eugene Gologursky—WireImage/Getty Images
Ralph Lauren - Oprah Winfrey
Ralph Lauren and Oprah Winfrey at an evening with Ralph Lauren presented at Lincoln Center on Oct. 24, 2011 in New York City. Larry Busacca—Getty Images
Ralph Lauren - Leonardo Dicaprio
Leonardo Dicaprio wearing a white Ralph Lauren Polo shirt in the 2013 film The Wolf of Wall Street.Paramount Pictures
Ralph Lauren - Johnny Depp
Johnny Depp wearing a Ralph Lauren designed outfit at the world premiere of The Lone Ranger on June 22, 2013 in Anaheim, Calif.Jeffrey Mayer—WireImage/Getty Images
TODAY Show - 100 Days Out Sochi Winter Olympics Event
(L-R)Figure Skating Oympic Athlete Evan Lysacek, Ice Hockey Oympic Athlete Julie Chu, Ice Dancers Oympic Athlete Meryl Davis and Charlie White model the Olympic closing ceremony outfits by Ralph Lauren on Oct. 29, 2013 in New York City.Mike Stobe—Getty Images
Ralph Lauren - Taylor Swift
Taylor Swift wearing a Ralph Lauren dress at the 2013 People's Choice Awards on Jan. 9, 2013 in Los Angeles.Jon Kopaloff—FilmMagic/Getty Images
Ralph Lauren - Lupita Nyong'o
Lupita Nyong'o attends the 71st Annual Golden Globe Awards on Jan. 12, 2014 in Los Angeles.George Pimentel—WireImage/Getty Images
Ralph Lauren - Emma Watson
Emma Watson at The Royal Marsden dinner on May 13, 214 in Windsor, England.Chris Jackson—Getty Images
Ralph Lauren - Spring 2015
A projection on water at the Polo Ralph Lauren Spring Summer 2015 fashion show during New York Fashion Week on Sept. 8, 2014 in New York City.Getty Images

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