For his second standalone menswear show in Milan, Ralph Lauren reverted to the accessory that launched his empire in 1967 – ties.

Skinny silk ties featuring subtle swirly prints were neatly knotted and used as the finishing touch to elegant pinstripe suits, while more brightly printed or striped cravats were whirled and worn like ties peeking out from under knitwear and rugby shirts.

Elsewhere, ties were used in place of belts; others came wrapped around bags, and even footwear came tied up, with the uppers of espadrille shoes formed of ties that had been spliced together.

For the American fashion house that has become catnip to gen Z, the focus on ties in Friday night’s show was a slick way of appealing to this younger cohort, who have recently discovered both the brand and the accessory for the first time, but without alienating its existing older customers, many of whom are octogenarians like Lauren himself and have been wearing ties since day dot.

While other key players in the fashion industry continue to grapple with a widespread luxury slowdown, Ralph Lauren is enjoying a renaissance. In May, its CEO, Patrice Louvet, announced that sales for the last fiscal year had increased by 15%, with revenue exceeding the $8bn (£6bn) mark for the first time in the company’s history.

While womenswear has been a key focus of this growth, the decision by the brand to join the men’s fashion week schedule in Milan suggests there is further momentum to be found in menswear too. The show that kicked off Milan fashion week on Friday night combined its dapper-driven label Purple with its more accessible Polo brand, which focuses on collegiate style classics.

Part of Lauren’s magic is worldbuilding and this time around he transported guests to the golden age of Italian sport. A gleaming 1920s mahogany speedboat plonked in the courtyard of his Milan headquarters – a sprawling palazzo in the capital that Lauren bought in 1999 – greeted guests including the actors Tom Hiddleston and Colman Domingo and the grand prix record-breaker Lewis Hamilton.

Textured knitwear in sea-salt whites, striped shirting in nautical blues along with reversible butter-soft leather jackets lined with cashmere captured a fantasy mood of zipping around Lake Como. Reflective racer sunglasses, deck shoes and squashy tote bags that could be easily stowed onboard added a purposeful touch.

Later came the Polo collection, which Lauren in his show notes described as the “next-generation vision of American prep”. This was luxury through the lens of TikTok fashion fans. For them, much of its aspirational appeal lies in the styling that can be easily riffed on as they rummage around secondhand platforms and shops.

Camo trousers were worn loose and baggy; colourful checked shirts were styled untucked; rugby shirts were patchworked together featuring motifs of flowers and crossbones, while neat blazers clashed with denim speckled with paint or visible mending created by using sashiko embroidery.