Helen Wei

Brand Storytelling

“Wish for You the Wings to Fly”: A Story of Self-Belief, Style, and Soul

Bus Shelter Ad: Billie Eilish Collaboration Reveal

Ralph Lauren’s newest capsule collection, Birds of a Feather, marks a powerful moment where heritage meets reinvention. In collaboration with Grammy-winning artist and cultural icon Billie Eilish, this drop isn’t just a fusion of fashion and music––it’s a deeply personal expression of belief, individuality, and emotional connection. At its heart lies the campaign’s poetic tagline: “Wish for you the wings to fly.”

These words aren’t just marketing––they are Ralph Lauren’s origin story in motion. Early in his career, the brand’s founder Ralph Lauren turned down Bloomingdale’s offer to carry his ties when they asked him to remove his labels and alter the design––he walked away from his very first business opportunity. It was Ricky––his wife, muse, inspiration, and quiet strength––who said, “I wish for you the wings to fly.” Her unwavering belief in his vision became the emotional foundation of the Ralph Lauren brand: to dream boldly, to stay true to oneself, and to rise on your own terms.

Fast forward to 2025, and those wings are ready to fly again––this time on a new generation’s back.

OOH Spectecular Ad in Downtown Areas

An Anthem for the Like-Minded

The collection draws inspiration from Billie Eilish’s hauntingly beautiful ballad “Birds of a Feather”, a song that speaks to profound connection and self-acceptance. “Birds of a feather, we should stick together, I know,” Billie sings, reshaping a classic idiom into an anthem for emotional unity. The chorus is hopeful, but it’s the quieter lyrics––“I want you to see how you look to me”––that ground the song in raw honesty.

Billie explains: “If I could give you my view of you, you would be so shocked and so stoked because it’s awesome.” This message resonates deeply with a generation navigating identity, vulnerability, and the need to be truly seen.

Much like Ricky’s words to Ralph, the song reminds us of what’s possible when someone believes in you––even when you can’t yet believe in yourself.

Spotify Display Ad

Where Los Angeles Meets Old Hollywood

Both Ralph Lauren and Billie Eilish share deep roots in Los Angeles. Ralph’s very first standalone store opened in Beverly Hills on Rodeo Drive in 1971, introducing a fresh take on American luxury that blended classic tailoring with cinematic romance. That same streets, decades later, is part of Billie’s stomping grounds––she represents the creative pulse of a new generation of Angelenos, unafraid to express their full selves through music, fashion, and emotion.

The Birds of a Feather collection brings these worlds together: Ralph Lauren’s Old Hollywood elegance and Western Americana heritage meet Billie Eilish’s soulful, genre-defying modernity. The result is a capsule that feels grounded, nostalgic, and futuristic all at once.

Style with Soul

This capsule isn’t just about looking good––it’s about feeling seen. With oversized thermals, artist-designed tees, and grounded accessories, this collection blends Ralph Lauren’s signature craftsmanship with Billie’s effortlessly expressive style. It speaks to those who refuse to be boxed in––style rebels, soul searchers, and dreamers alike.

Every piece is designed to let you express who you are––or who you’re becoming. Whether you find your voice in a vintage-inspired silhouette or a graphic tee that speaks your truth, this drop invites you to dress not for trends, but for meaning.

A Legacy Reimagined

In a world of fast fashion and fleeting trends, “Wish for you the wings to fly” is a strategic and soulful response to shifting culture and a reminder of what endures: self-belief, shared vision, and the courage to stay true to who you are.

It’s a message passed from one generation to the next. From Ricky to Ralph. From Billie to her fans. From us to each other. It’s a reminder that someone believing in you––whether through love, friendship, or fashion––can change your life.

This is more than a drop––it’s a legacy reimagined.

The Birds of a Feather collection is available exclusively at RalphLauren.com.