Ralph Lauren recently released its inaugural Oak Bluffs Collection, a tribute to the rich history of African Americans who have long considered the Martha’s Vineyard town an ideal summer retreat. Oak Bluffs is celebrated for its charming cottage-style architecture, scenic natural landscapes, and coastal beauty. The town gained national recognition as one of the few resort destinations where Black Americans could vacation during the segregation era. Migration trends at the turn of the 19th and into the 20th century led many African Americans to purchase property in Oak Bluffs and across the six towns that make up Martha’s Vineyard.
Over time, Oak Bluffs became a haven for African Americans seeking refuge, community, and generational continuity. It established a legacy as a cherished summer destination where Black families return year after year. The town has cultivated a reputation for prosperity and has attracted a wide range of professionals like doctors, lawyers, educators, and artists, many of whom own property in the area. Prominent figures such as Adam Clayton Powell Jr., Dorothy West, Vernon Jordan, Henry Louis Gates Jr., and former President Barack Obama and First Lady Michelle Obama have all own property in proximity to the cherished town. For African Americans, Oak Bluffs represents more than a vacation spot; it symbolizes a deeply rooted connection to Americana.
Cultural Significance
The Ralph Lauren Oak Bluffs Collection embodies Black excellence through fashion. This milestone was made possible by James Jeter, the first African American creative director at Polo Ralph Lauren. A Morehouse College alumnus from the class of 2013, Jeter studied English and Literature before joining Ralph Lauren as an intern. He quickly rose through the ranks to become a design associate. His breakthrough came when the brand entrusted him to lead the groundbreaking 2022 Morehouse and Spelman Colleges capsule collection. That launch was a resounding success, with many items selling out within 30 minutes in major cities like New York, Washington, D.C., and Los Angeles.
The Oak Bluffs Collection marks the first time Ralph Lauren collaborated with an all-Black creative team, including photographers, cinematographers, and directors, to bring a campaign to life. It affirmed Jeter’s ability to tell authentic African American stories without falling into performative diversity. Rather than appearing as another attempt at a corporate Diversity, Equity, and Inclusion (DEI) effort, which is an increasingly contentious issue in American politics under the second Trump administration, this collection celebrates the resilience and vibrancy of thriving Black communities. It challenges the often-monolithic portrayals seen on major news outlets like Fox News and CNN. Still, the collection has sparked debate: critics question whether Ralph Lauren is capitalizing on Oak Bluffs’ legacy to sell high-priced apparel without materially benefiting the community.
Shifting Away from DEI
To address these concerns, Jeter and the Ralph Lauren team made a deliberate effort to ensure meaningful reinvestment. Since the start of Jeter’s collaborations, Ralph Lauren has partnered with the United Negro College Fund (UNCF) to pledge $2 million in scholarships for students attending Historically Black Colleges and Universities (HBCUs) across the country. Additionally, the Ralph Lauren Corporate Foundation has committed funding to restore the historic Cottagers’ Corner Meeting House in Oak Bluffs—a landmark dedicated to community empowerment through education, the arts, and grassroots initiatives.
Unlike many tone-deaf corporate attempts to honor Black history, the Ralph Lauren Oak Bluffs Collection offers a compelling case for cultural preservation and genuine storytelling. Shop the collection here.