A Portrait of Intention: Ralph Lauren, Oak Bluffs, and the American Dream

Jordan P. Kelley, Director of Content, BrandStorytelling

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Ralph Lauren’s new short documentary A Portrait of the American Dream: Oak Bluffs spotlights the deep cultural roots and ongoing legacy of the African American enclave on Martha’s Vineyard. A series of interviews juxtaposed by archival imagery tells the story of Oak Bluffs and its generational significance to Black Americans who have lived and summered there.

The film marks the launch of a new collection from Ralph Lauren – a stylish throwback synonymous with the brand but with an HBCU twist, featuring pieces that champion and are inspired by the legacy of Morehouse and Spelman Colleges.

With the Oak Bluffs collection and campaign, Ralph Lauren achieves synchronicity – clothing, brand, film, and impact elements all working in harmony. But what is it about this campaign that makes that so? The answer is intention, and the source of that intention can be traced back to brand values, who is involved in the campaign’s creative direction, and how it is executed.

This begins with ‘Design with Intent’, Ralph Lauren’s initiative to champion inclusive storytelling and collaborate with authentic makers who represent the diverse makeup of the nation. It grounds stories like this within the brand’s ongoing commitment to honoring Indigenous and African American communities. The Oak Bluffs film and campaign are not one-offs or a passing phase – they’re the result of a brand making good on its own self-proclaimed values.

This is continued in who was called upon to bring the film and campaign to life. A Portrait of the American Dream: Oak Bluffs is directed by Cole Brown (Author: Black Love Letters, Greyboy) who brings his own personal experience with spending time on Martha’s Vineyard to the film. Archival support was provided by The Martha’s Vineyard Museum, Morehouse, Spelman, The Martha’s Vineyard African American Heritage Trail, The Smithsonian’s National Museum of African American History and Culture, and The Cottagers, Inc., a historic non-profit formed by African American women homeowners on Martha’s Vineyard to preserve the culture of the island.

Additionally, the clothing in the collection was created in collaboration with Morehouse and Spelman Colleges. The partnership ensured authenticity and accuracy in capturing the essence of these historic Black colleges and its connection to the unique style of vacationers and residents of the Vineyard.

What gives the campaign its resonance is how deeply rooted it is in community ties and real-world follow-through. The film, now available to watch on YouTube, will screen on August 8th at the Martha’s Vineyard African American Film Festival, followed by a panel on the power of narrative change in racial healing. Additionally, there’s the element that brings the campaign’s launch full circle in connection with the brand’s ‘Design with Intent’ initiative; Ralph Lauren maintains a partnership with the United Negro College Fund by supporting scholarships for students at HBCUs, ensuring Ralph Lauren fosters opportunities for recruitment and early talent development.

A Portrait of the American Dream: Oak Bluffs is a thoughtful, intimate, and intentional snapshot of a place and a people. And while its foundational power comes from that intentionality, its broader appeal lies in the universality of its message. As Ralph Lauren himself put it, the story of Oak Bluffs isn’t just local, it’s aspirational: “Oak Bluffs’ unique history, traditions and sense of community deeply inspire me and speak to what we are all searching for – a place where you can be free, uncontrived, joyful and truly at home.”

In a week where an inadvertently controversial ad campaign has dominated the headlines and sparked backlash, consider here the alternative – a campaign that, while being thoughtfully connected to the specific community it represents, still propagates values and ideals in which we can all share.

Watch A Portrait of the American Dream: Oak Bluffs on the Ralph Lauren YouTube Channel.

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About Jordan P. Kelley

Jordan P. Kelley is a branded content trend watcher and thought leader, serving as BrandStorytelling's Content Director and curating the festival portion of BrandStorytelling: a Sanctioned Event of Sundance Film Festival. A Forbes contributor, Kelley co-produces The BrandStorytelling Podcast 'Content That Moves' as well as various video series for the BrandStorytelling YouTube Channel.