Luxury fashion and artificial intelligence are colliding in bold new ways. At the 2025 New York Fashion Week (Spring/Summer 2026 showcase), Ralph Lauren unveiled Ask Ralph, a conversational AI tool designed to serve as a digital stylist. Available exclusively in the Ralph Lauren mobile app, Ask Ralph allows shoppers to ask natural questions like “What should I wear to a beach wedding?” or “How do I style a navy blazer?” and instantly receive curated outfit suggestions.
This debut, timed with Ralph Lauren’s NYFW runway show in September 2025, marks a turning point in how heritage fashion brands blend tradition, luxury, and cutting-edge technology.
What Is Ask Ralph?
Ask Ralph is more than just a search function — it’s a personalized AI shopping assistant. Instead of scrolling through endless product categories, users can:
- Ask conversational styling questions.
- See a visual outfit “laydown” built from current Polo Ralph Lauren collections.
- Refine results with follow-up prompts.
- Add items directly to their shopping cart.
The result is a shopping experience that feels less like browsing a catalog and more like chatting with a professional stylist.
How Ask Ralph Works
Ralph Lauren built Ask Ralph in collaboration with Microsoft Azure OpenAI, ensuring the technology aligns with the brand’s premium identity. The AI is trained on Ralph Lauren’s style guides, campaigns, and product data, so its recommendations reflect the timeless Polo aesthetic.
Key features include:
- Conversational prompts: Everyday language is enough to get styling help.
- Visual outfits: Suggestions are presented as styled looks, not just single items.
- Real-time inventory: Only currently available products are shown.
- Seamless shopping: Customers can move from advice to checkout in just a few clicks.
This combination makes Ask Ralph both a stylist and a shopping concierge.
Current Limitations
Like most new AI tools, Ask Ralph is not without its gaps. Early users and industry observers have noted:
- Limited personalization — it doesn’t yet remember past sessions or style preferences.
- Sizing advice is minimal, despite being crucial for online shopping confidence.
ardrobe integration — users can’t upload their own clothing to see mix-and-match suggestions.
- High-price bias — the tool often recommends signature items without budget filters.
Ralph Lauren has acknowledged that Ask Ralph will evolve with customer feedback, adding personalization and expanded features over time.
Why Ask Ralph Matters for Fashion
The launch of Ask Ralph highlights several key trends in retail and fashion technology:
1.Personalized shopping at scale – Every customer can access a “stylist,” boosting confidence and reducing decision fatigue.
2. Stronger brand identity – Because it’s trained only on Ralph Lauren’s ecosystem, the AI ensures recommendations stay on-brand.
3. Frictionless commerce – By connecting style advice directly to in-stock items, the app shortens the journey from inspiration to purchase.
4. Conversational commerce – Shopping is shifting away from static catalogs toward interactive, dialogue-driven experiences.
By positioning itself at the forefront of this change, Ralph Lauren is signaling that even classic luxury brands are ready to embrace digital disruption.
Rollout & Availability
Currently, Ask Ralph is available only to U.S. customers through the Ralph Lauren app (iOS and Android). The company has not yet announced international availability but hinted at future expansion. The debut at New York Fashion Week was both symbolic and strategic: it placed the tool in the spotlight of one of fashion’s most influential stages, aligning innovation with cultural relevance.
The Bigger Picture: AI in Fashion
Ask Ralph is part of a larger movement within the industry. Other fashion houses and retailers are also experimenting with AI to:
- Power virtual try-ons and fitting tools.
- Deliver personalized recommendations.
- Streamline inventory management.
- Enhance customer engagement with digital storytelling.
For Ralph Lauren, the introduction of Ask Ralph reflects its commitment to bridging heritage craftsmanship with modern innovation
Ralph Lauren’s Ask Ralph AI is more than a digital novelty — it’s a glimpse into the future of shopping. By merging conversational AI with luxury styling, Ralph Lauren has positioned itself as both a timeless fashion house and a forward-thinking innovator.
While the tool still has limitations, its debut at New York Fashion Week 2025 ensures that Ask Ralph enters the fashion world with maximum visibility. For now, U.S. customers can try it in the Ralph Lauren app. As features expand and availability grows, Ask Ralph may well set the standard for how AI transforms luxury retail.