Lando Norris Brings Formula One Energy to Ralph Lauren Fragrances’ Summer of Sport

Sport has long been woven into Ralph Lauren's identity, but this summer the brand shifted gears. Taking over Sloane Square for a one-day immersive experience, Ralph Lauren Fragrances brought together motorsport, fragrance and modern luxury to celebrate the arrival of British Formula One driver Lando Norris as its newest ambassador.

At the centre of the activation was The RL Club House, a space designed to showcase the evolving World of Polo fragrance collection through the lens of competition and performance. Guests stepped behind the wheel of Formula One simulators before discovering the latest launch, Polo 67 Eau de Parfum Extreme, at the dedicated RL Fragrance Shop.

The new scent naturally took centre stage. Built around pineapple accord, cedarwood essence and a leather accord, Polo 67 EDP Extreme leans into a darker, more assertive profile than its predecessor. Presented in a metallic bottle that mirrors the precision and engineering of elite motorsport, it feels aimed at the man who wants his fragrance wardrobe to carry the same confidence as his tailoring.

As the afternoon progressed, attention turned to Ralph Lauren's flagship store on Sloane Square, where invited guests gathered for drinks before an exclusive conversation with  Lando Norris Norris represents a new generation of sporting talent: competitive without theatricality, polished without appearing overworked. Those qualities align neatly with Ralph Lauren's enduring vision of understated American luxury.

The wider World of Polo collection continues to offer distinct personalities. Polo Green remains the heritage choice, blending pine, leather and tobacco into one of men's fragrance's defining classics. Polo Blue delivers a fresher composition with melon, sage and suede, while Polo Red channels speed through grapefruit, saffron and coffee, drawing obvious inspiration from high-performance motorsport.