Ralph Lauren’s Revival: How the Brand Won Over Gen Z & Opened a Zurich Café

Zürich – Ralph Lauren is experiencing a surge in popularity, particularly among Gen Z, evidenced by long lines at the brand’s newly opened Ralph’s Coffee shop near Paradeplatz in Zürich. The café, combined with the adjacent Ralph Lauren store, has become a popular destination for social media content creation, with customers sharing their experiences on TikTok and Instagram.

The renewed interest in Ralph Lauren extends beyond the café, with the brand’s classic pieces – including polo shirts, quarter-zip sweaters, and chinos – gaining traction on social media platforms like TikTok. The iconic Ralph Lauren polo player logo is now ubiquitous online. According to a report from December 2025, a “Ralph Lauren Christmas” aesthetic – featuring red, plaid, and evergreen décor – went viral among younger audiences, becoming a popular decorating trend.

Swiss fashion fans are actively engaging with the brand. Fiona, posting on social media, described the feeling of discovering the new café as “discovering a nice café you like.” Mary Claire stated that Zürich had received an “upgrade” with the addition of Ralph’s Coffee. Baristas at the café confirmed a steady stream of customers since opening, including a significant number of young people alongside other age groups.

Anaïs Indra and Gabriel Talanioglu, who were creating content for social media at the store and café, believe the brand is experiencing a revival due to its “classy and simple” aesthetic. Indra also suggested the popularity of the television series Love Story, which chronicles the relationship between John F. Kennedy Jr. And Carolyn Bessette, may be contributing to the trend, as Bessette’s minimalist style is also experiencing a resurgence. Talanioglu, having attended a Ralph Lauren fashion show, praised the brand’s “clean cuts” and timeless design.

Content creator Michèle Krüsi described Ralph Lauren as embodying “chicness and coolness,” aligning with the current “Old Money” trend. While praising the cappuccino at Ralph’s Coffee, Krüsi acknowledged online criticism regarding the café’s pricing and service. TikTok user Jurgita expressed disappointment with the long wait times and the cost of a self-service coffee, calling the 9-franc price “ridiculous.”

Valentina and Laura, friends who were also visiting the café, noted the influence of the “Quiet Luxury” trend and described the café as “something cool that was missing in Zürich.” They highlighted the appeal of a branded, Instagrammable café.

The trend extends to younger shoppers like Jolina, a 21-year-old student who appreciates the brand’s Old Money aesthetic. A family of four teenagers visiting from the US confirmed the brand’s classic appeal, with one daughter wearing a Ralph Lauren sweater and stating, “The pieces are so classic.”

While the café is bustling, the Ralph Lauren store itself was relatively quiet during a recent visit, with most customers drawn to the café. Many visitors reported discovering Ralph’s Coffee through Instagram or TikTok, specifically “just for the coffee.”

Fashion consultant Sharon Jost attributes Ralph Lauren’s comeback to its widespread recognition and its image of being both grounded and timeless. She emphasized the versatility, affordability, and quality of the brand’s pieces. Jost also noted Ralph Lauren’s ability to remain true to its aesthetic while appealing to younger generations through storytelling and a focus on lifestyle. The brand’s embrace of current trends, such as layering and loose fits, has also contributed to its renewed appeal.

Data from the Lyst Index in the fourth quarter of 2025 supports this resurgence, ranking Ralph Lauren fourth among the most in-demand brands, with a 24 percent increase in demand compared to the previous quarter.

Ralph Lauren did not respond to a request for comment regarding the reasons behind its recent surge in popularity among younger consumers.