Ralph Lauren is an American success story. Starting as a tie designer, the New Yorker worked day and night to become a fashion star; these days, his Polo symbol and brand have become the benchmark of classic wardrobes for men and women. Lauren holds a tight reign over his fashion empire, setting standards that influence myriad non-garment product lines bearing his logo: furniture, linens, house paint and fragrances. Because his product mix is so diverse, Lauren uses models of all ages and both genders, so don’t let either keep you from pursuing your goal of appearing in his ads and commercials.
1. Assess your personality. You read that right. Good cheekbones are great, but Ralph Lauren models also need plenty of patience and stamina. It usually takes hours to get the type of shots the RL brand requires – regardless of whether a Lauren model is posed wearing a new outfit or simply sitting in a room decorated with Lauren products. If you’ve seen his ads, you know that some are sensuous and titillating, so shy models need not apply.
2. Ask a professional photographer to shoot head and full-body photos for your model’s composite. Commercial photographers can be expensive but you’ll save a bundle if you book an appointment with a mall photographer. Bring with you Ralph Lauren ads and – if you own some – wardrobe items that are classic and timeless. If you have no branded clothing, match the style to the company’s product as closely as possible. Have the images, in jpeg format, put on a disk.
3. Make a model’s composite. If you know your way around computer software, set up an 8.5″ x 11″ landscape (horizontal) document. Import or imbed no more than five photos from the photo disk, making sure each represents an authentic Ralph Lauren “look.” Fill one side of your model’s composite layout with an enlargement of the most flattering image. Fill the other side of the card with a variety of poses that show your full body, head and other nicely cropped photos. If you can’t tackle the layout on your own, hire a graphic designer to handle the project.
4. Add vital data to the composite by dragging or inserting a text box into the layout. Provide vital information within the boundaries of this box: Your name, height, weight, shoe and clothing sizes. Add contact information such as a cell phone number and if you have a website or can direct the composite holder to sites that feature you posing for the camera, add them, too. Double check everything before it goes to the printer — and if you have any doubts, it doesn’t cost a cent to visit a Ralph Lauren boutique or store department manager to ask if your look is pure Lauren.
5. Create a portfolio of prints. This repository is the tool you’ll take with you when you interview for modeling jobs at Ralph Lauren auditions and model agency casting calls. Show your seriousness of purpose by landing an agent with connections to photographers associated with the Lauren brand. Reputable modeling agencies don’t charge fees (they receive an average 20% commission on per-booking earnings). Before you sign, advise the agent that your goal is modeling for the Lauren brand. If she can’t promise to get your composite in front of marketing and advertising folks associated with Lauren headquarters, you may want to look elsewhere.
7. Contact Ralph Lauren directly. According to the company’s website, the brand is always searching for new talent. To apply directly to the company, send your model’s composite or a resume with a full-face head shot and a full-length body shot to Casting Department, Polo Ralph Lauren, 650 Madison Avenue, New York, NY 10022. You can also send digital images and a digital composite to [email protected]. Make certain the measurements on your composite are up-to-date and include your age when you communicate. No nudes, please.
8. Prepare for rejection. The glitz and glamour of being a professional model is almost always balanced by rejection. Going on auditions, sitting in a room with 40 other Ralph Lauren-perfect types and getting no callbacks after repeated cattle calls does take a toll on one’s self-esteem. Learning to live with rejection can be character building for some, but understand when you start that this is most often the factor that pushes models into retirement – whether their goal is to represent the Lauren brand or not.
