David Lauren The fashion executive talks about AI, tariffs, and working for his father for 25 years

You’re the chief innovation officer and chief branding officer at Ralph Lauren. What does that actually mean you do?

- BELINDA LUSCOMBE

Every time we design products, there are stories that inspire those products. My job is to help bring those stories to life, to inspire our customers to want to be engaged in our world. Sometimes it’s creating events, sometimes immersive experiences online, sometimes it’s a fashion show in China.

A lot of people don’t want to work for their parents. What’s it like... to work for my dad? My dad is my best friend. He’s my mentor and inspiration. I am so lucky to have somebody who cares about what I do and wants to educate me. The good thing, when he loves what I do, is that your dad, your mentor, and your boss loves something. But there’s nothing more painful than when your dad, your mentor, and your boss doesn’t like your idea, and I live with that a lot as well.