Björn Iooss frames intimacy without pretense in Polo Ralph Lauren’s new underwear campaign, a decisive expansion into categories that have become central to the brand’s growth this year. Creative Director Scott Rudin, working alongside Fashion Editor and Stylist Meryl Griffith, Senior Art Director David Oscroft, Hair Stylist Tiago Goya, and Makeup Artist Sara Tagaloa, positions the collection as essential infrastructure rather than afterthought. Models Giacomo Cavalli and Mukasa Kakonge embody the dual register the brand demands: approachable luxury that reads as achievable.
Cavalli, represented by mother agency Soul Artist Management in New York, works internationally through Success Models in Milan, View Management in Hamburg, and additional representation across Paris, London, Barcelona, and Hamburg. Kakonge brings depth through representation via DNA Models in New York, New Madison in Paris and Milan, Why Not Model Management in London, Models 1 in Barcelona, View Management in Copenhagen, Unique Models in Hamburg, and Modelwerk across additional markets.
Iooss shoots underwear the way he approaches all intimate apparel: with clarity and without irony. The lighting is direct, the backgrounds minimal. There’s no artifice here, no costume. These are bodies in basics, which is precisely where the craft reveals itself. A well-cut brief holds differently than poor construction. The fabric reads on skin. Fit becomes narrative. The photographer understands that men’s underwear marketing has historically relied on myth, fantasy, and bodies that don’t exist in real life. Ralph Lauren’s approach inverts this. The campaign asks: what if we simply showed the product on real proportions, under real light, with real ease?
Polo Ralph Lauren has identified loungewear and underwear as growth categories, and this campaign signals serious investment. These aren’t peripheral products anymore. For a brand built on American sportswear foundations, expanding into the intimates space feels inevitable in hindsight. The customer who buys a Polo shirt wants the underwear that matches its construction philosophy: durable, timeless, proportioned correctly. This collection delivers that promise without compromise.
The campaign runs across digital and print, anchoring Polo’s position as one of fashion’s most successful brands this year. In a market saturated with luxury loungewear and designer basics, Ralph Lauren competes on the strength of its heritage and its understanding of what men actually want to wear when no one is watching. That’s where real loyalty builds
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