Party has just begun

In 1974, Lauren outfitted the male actors in the movie The Great Gatsby in clothes from his Polo line, a 1920s-inspired range of men's suits and sweaters. He made a pink suit for Robert Redford's Jay Gatsby. It was perhaps the first movie where a fashion line was used to reflect the character of the lead character.

His signature cotton Polo shirt was introduced in 1977, featuring the polo player logo on the chest.

Through the Polo brand, Lauren created a sensibility for his menswear lines. Each brand was created with a point of view: The purple label is more sophisticated and of better quality; the double RL is young and ritualistic.

"I see them as movies. They all have stories," says the designer.

But the process of brand-building isn't just plucked out of thin air, he adds.

"It comes from passion, from understanding and believing in who you are, and staying consistent in your voice. I like having the ability to do different things, but I stay consistent as to who I am, so that when you see the clothes, you say, 'Ah, that must be Ralph Lauren'."

Lauren says while consumer tastes may have changed, he is confident that he understands his customer base.

"Every woman has a different style and a different taste. But I think I've consistently had a point of view, and have continued to attract customers both young and old."

He thinks men are more conservative and enjoy consistency, while women prefer change.

"In many ways, men's styles don't change much, but women's tastes always alter dramatically," he says, adding that he has had lots of opportunities to learn and experiment.