Luxury American brand Ralph Lauren just rolled out an AI-powered fashion assistant on its US app: Ask Ralph. And yes, it sounds more like you’re texting a buddy than consulting a stylist.
Still, that little polo player logo has long been a flex for millennials, myself included — and maybe even some Gen Zers — thanks to its classic, quiet luxury vibe. It’s even killing it with Chinese consumers while other luxury brands struggle, Business Insider reported in November. Ralph Lauren posted a 20% year-over-year increase in sales in China in its fiscal fourth-quarter results released in May.
I tried the app, and the experience was luxe, polished, and perfectly on brand — the kind of exclusive touch you’d expect from Ralph Lauren.
But beneath the luxe sheen, it’s missing intuitive touches like photo uploads and chat continuity. Ultimately, it can’t answer the one question every shopper has: Will this actually fit me?
My chat with Ralph
When I opened the app, a sleek little chat bar popped up with prompts like, What are some outfits to wear to the office? What should I get Mom for her birthday?
There’s also a visual style guide at the bottom. I tapped on “The Polo Shirt” and got a perfectly curated spread: polos paired with blazers, cotton shorts, and canvas sneakers — very Ralph.
I saw a crisp light-blue polo I would’ve happily added to my cart. I clicked, only to find it was sold out. Excuse me, Ralph, why tease me like that?
I tried again with a pair of khaki straight-fit chinos. This time, it was available.
I liked how the app styled them with the polo: The colors were tasteful, the look polished, and it felt like something an actual stylist might suggest.
Next, I tried the chat bar. I asked, What should I wear for a weekend brunch? The app asked if I wanted men’s or women’s looks. I went with men.
Seconds later, it served up three neatly packaged vibes: Brunch Style, Casual Elegance, and Preppy Charm.
I tapped Casual Elegance, and a model appeared on the top decked out in the full outfit, with each piece displayed below. He nailed casual elegance.
I would’ve hit “add to cart” on the whole look if I hadn’t glanced at the price tags.
I clicked on the classic-fit linen shirt for more details. The bot delivered a full runway moment: a video of a model strutting in the shirt, plus glossy photos and close-ups of the fabric.
But the model was taller and slimmer than me, and I wasn’t sure I could pull it off. So I gave the app my height and weight and asked if the shirt would fit me.
Its reply: “Generally, a classic fit provides a relaxed silhouette, which might suit your frame well. It’s always good to try on the shirt if possible or consult the sizing information provided by Ralph Lauren to ensure it fits comfortably.”
In other words, haul yourself to the store and spend your money there.
Out of budget? Ralph didn’t care
Next, I asked the bot for a classic office outfit for a male journalist.
Its answer: “Tailored trousers, a crisp dress shirt, and a blazer, creating a polished look.” Sure, maybe not for my daily newsroom grind, but for conferences or big meetings, I’d take it.
It pulled together some slick looks, and I clicked into the one called Navy Sophistication.
Another handsome model showed off the fit. My eyes, however, went straight to the price tag: $898 for a doeskin two-button blazer.
I asked Ralph for alternatives and said the blazer was out of my budget. It obliged and gave me other options. When I clicked on the wool twill jacket, it was nearly $1,000.
Style notes
All in all, the app delivers a luxe experience — especially if you’re building a wardrobe that’s new Ralph Lauren from head to toe.
Still, a few things bugged me. The chatbot doesn’t let you upload photos. My editor brought her new Ralph Lauren sleeveless sweater to the office, hoping to get some style advice, but Ask Ralph couldn’t help.
And once you exit the chat, there’s no jumping back in to continue. If you get fresh outfit ideas later, too bad — you’ll have to start a whole new conversation. Not exactly seamless for a brand that prides itself on polish.
David Lauren, Ralph Lauren’s chief branding and innovation officer — and the founder’s son — told The Wall Street Journal in an interview published Tuesday that the app isn’t flawless and that the company expects some pushback.
“The first couple of experiences may not be optimal, the first couple of questions may not be as personal, may not be as relevant,” he said. “But there are going to be ways for us to get better quickly.”
He added that he sees the criticism as feedback. “We’ll decide if that feedback is useful or not. We want to get in the game.”
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