Social media feeds have been filled with plaid patterns, pine garlands, red ribbons, and cozy fireplaces a look now widely dubbed “Ralph Lauren Christmas.” The festive aesthetic, built around the brand’s signature style, has gone viral and pushed Ralph Lauren’s visibility to new highs.

The trend didn’t appear overnight. For nearly a decade, the company has been refining its image and tightening its product range. This long-term strategy aligns perfectly with several cultural moments: the return of preppy fashion, the rise of quiet luxury, and a broader desire for nostalgic comfort during uncertain times. Pinterest searches for “Ralph Lauren inspired Christmas” jumped 3,000% in the four weeks leading up to November 15.

Under CEO Patrice Louvet, with founder Ralph Lauren still actively shaping the brand, the company has moved closer to the world of European luxury houses. It has elevated its image, reduced reliance on lower-end retail channels, and refreshed its outlet stores. Investments in its core boutiques where the holiday aesthetic is front and center helped the brand appear both premium and accessible while rivals raised prices aggressively.

Marketing has played a major role as well. The Polo Bear mascot made its animated debut, and the brand expanded its presence in hospitality through its cafés and restaurants. Ralph Lauren has also encouraged its Christmas association with festive pop-ups in Seoul, Tokyo, Los Angeles, and London’s Sloane Square, complete with hot chocolate, gifting stations, floral workshops, and Santa visits. Crowds lining up for photos beside the vintage red pick-up truck underscore the brand’s cultural pull.

Despite the founder’s Jewish heritage, Ralph Lauren has long captured the American holiday spirit in a way that resonates widely. The company also continues to highlight diversity, seen in its collaborations with historically Black colleges and its collection celebrating the Oak Bluffs community.

The holiday aesthetic is spreading beyond the brand. Edited reports that red, green, and gold palettes along with tartan and teddy bear motifs are appearing across major retailers. Vans has leaned into plaid, Amazon shoppers search for budget versions, and luxury players like Hugo Boss and Burberry have launched bear-themed collaborations. Still, Ralph Lauren remains the clear frontrunner, with Launchmetrics estimating about $6 million in media impact value from holiday pop-ups alone.

Early sales indicators reflect the momentum. Bloomberg Second Measure data shows Ralph Lauren’s US store and online sales for the third quarter running ahead of expectations, boosting optimism for the crucial holiday period. The company’s shares recently hit a new high in late November, despite some earlier investor hesitation.

While Google and Pinterest suggest the holiday aesthetic may have peaked, the recent buzz has strengthened the brand’s connection with consumers. It has also drawn attention to Ralph Lauren’s home décor and hospitality ventures, reinforcing its full lifestyle positioning.

As trends shift, the brand appears ready to evolve. With distinct sub-labels from Purple Label to Double RL and a growing push in womenswear and handbags, Ralph Lauren has multiple avenues to stay relevant. And with Olympic and Paralympic uniforms debuting in Milan next year and again in Los Angeles in 2028, the brand has more opportunities to keep its name in the spotlight.

For now, the viral moment has cemented Ralph Lauren as a defining holiday look one likely to outlast the season’s final falling pine needles.