Uploaded April 2025 | Updated September 2026, 3 days ago

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The CEO of Ralph Lauren, Patrice Louvet, has taken the fashion house’s global and digital reach to new heights. With guidance from Ralph Lauren himself, Louvet has been able to expand to a new generation all while preserving the brand's iconic look. How does he do? "The business we're in is the dreams business,” Patrice Louvet told LinkedIn Editor and Chief Daniel Roth, “and we help people dream."

Watch the first part of his conversation on This is Working to hear how Louvet is thinking about American branding abroad and why he made the pivot from a successful career at P&G to helming Ralph Lauren.

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0:00 Intro
00:49 Ralph Lauren operating more as a movie director than a designer
02:40 How Patrice Louvet made the transition from P&G to Ralph Lauren
05:30 Patrice Louvet talks about how he made the choice to join Ralph Lauren
08:14 If the perception of the U.S. impacts how he thinks about marketing
09:27 Patrice Louvet’s career advice
12:39 Outro