A SARTORIAL MATCH: Ralph Lauren, whose clothes have been inspired by such Masterpiece series such as “Downton Abbey” and “Upstairs Downstairs,” has become a national corporate sponsor for the PBS drama series. Masterpiece represents the first TV sponsorship for Ralph Lauren Corp.
“We are proud to be associated with Masterpiece and public television,” said David Lauren, executive vice president of advertising, marketing and corporate communication for Ralph Lauren Corp. “This is a great partnership with a brand that represents the same commitment to quality and excellence as Ralph Lauren.”
This story first appeared in the September 11, 2012 issue of WWD. Subscribe Today.
Lauren’s first on-air sponsorship messages will begin Sept. 30, with the broadcast of “Upstairs Downstairs.” Lauren plans to create spots for the various titles in the Masterpiece series, which includes mysteries and dramas.
Fall titles include new episodes of “Wallander,” starring Kenneth Branagh, and “Upstairs Downstairs,” introducing Alex Kingston to the cast. The third season of “Downton Abbey,” which inspired Lauren’s fall collection, starts in January.
The PBS drama series has won six Emmy awards for Outstanding Costumes. Lauren’s support “will help us maintain the standard of excellence that drew them to Masterpiece in the first place,” said Rebecca Eaton, executive producer of Masterpiece at WGBH Boston.