Grazia Daily at the Ralph Lauren Denim & Supply Launch in Amsterdam

21 November 2011 by

Ralph Lauren Denim & Supply Launch

Nobody does denim quite like Ralph Lauren. Denim à la Ralph comes dressed with tumbling blonde hair and megawatt smiles, with lashings of rugged plaid and dashes of Navajo print, with a little sprinkle of sequins and with a whole lot of American ‘can-do’ attitude. And last night all the essential Ralph ingredients were out in force at the European launch of Denim & Supply – the brand’s new denim line – which has finally arrived to take up over where Polo Ralph Lauren left off.

But Denim & Supply isn’t intended to be a simple replacement for the perfectly preppy Polo line – this time it’s the All-American look with just a little bit more spunk. Intended to be a new easy way of dressing that’ll take you straight from a trip to the mountains to a warehouse party, it’s the perfect wardrobe for the grungy, gig-going indie crowd – which is why the launch was celebrated with a gig in Amsterdam, headlined by the totally brilliant Metronomy.

Ralph Lauren Denim & Supply Launch

Grazia Daily was lucky enough to be flown out to Amsterdam for the event, so we donned our finest clogs and headed out to join a crowd that included six hand-picked Metronomy fans who had won a Facebook competition to meet their heroes and style the perfect gig-going look [above]. “Music and fashion are two areas that should go hand in hand,” said Jason, a visual merchandiser from New York who’d entered the competition after seeing the new online music platform that the brand has created to support up-and-coming talent. “Designers are inspired by musicians, and musicians benefit from creating a look with the help of designers – so I think it’s really smart for Ralph Lauren to bring the two together.”

But forget bringing things together, it was all about bringing the house down when Metronomy hit the stage, all decked out in their signature light display, and with drummer Anna wearing the sparkliest green jumpsuit we have ever seen. “I learned to play the drums because the flute and piano weren’t going so well, and then I realized if I switched to drums I wouldn’t have to spend my whole time trying to read music,” she told us just before the band got on stage.

They were a tired bunch, as they’re just at the end of a tour that’s lasted more than half of this year. But they’re not complaining – they’ve had too many highlights for that, including their appearance on the Jules Holland show when “R Kelly was actually air drumming to our song,” said bassist Gbenga, “He was getting so into it – we were so pleased they managed to get it on camera!”

Ralph Lauren Denim & Supply Launch

Anyone who’s ever seen Metronomy play will know that it’s thirsty work, so we welcomed the whiskey sours that were flowing in abundance. And then it was off to the after party – in a rickshaw which hurtled dangerously close to the canal – perhaps a reminder that with Denim & Supply, it’s always going to be a little bit rock n’ roll.


by Alannah Sparks



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