The Selby Shows a New Side of Polo Ralph Lauren
When brands come to photographers it’s for one of two reasons: either the photographer fits exactly with the brand’s established aesthetic or they want to explore something new. The Selby’s latest campaign with Polo Ralph Lauren is in the latter camp, an opportunity to play in the middle ground between the brand’s heritage and Todd’s techniques. And the results are a lot of fun. “Polo Ralph Lauren has such a strong singular image around what they do and then I have a strong point of view about what I do, and they have such a clean aesthetic and I’m a maximalist, but we connect on the positivity,” Todd explains. “Everything I do is an endorsement of the people that I photograph. I find these amazing people and share them with the world. And I think that Polo really celebrates people and personal style, and I think that celebration of American style was the way that we connected.”
The shoot was an exposition of families preparing to go back to school. We think of Polo Ralph Lauren as an exclusive fashion brand, but this was a great opportunity to present a more accessible identity. “It's nice that Polo Ralph Lauren is a fashion brand but it’s also embracing people,” says Todd. “They’re not preaching exclusivity or exclusion, so it’s very inclusive which is very American and also very positive. I really appreciate that.” Todd’s work has always been an expression of authenticity and an invitation into the lives of his subjects, and they were able to do that while still showing off the best from what Polo Ralph Lauren has to offer.
“It was really cool,” Todd says. “They were really open with me doing my thing. Once we found these great families and got them in the clothes, it was very them but it’s also very me. So, it was kind of one of those ideal situations.”