Originally opening her first boutique 20 years ago in Manhattan, Tory Burch has
managed to build a successful multi-billion dollar American luxury brand. The brand
originally known for preppy and boho pieces, has gone through a transformation for the
2024 seasons. Now being labeled a “cool girl” brand and shifting away from silhouettes
which have traditionally been known as modern and modest. Her new collections
showcase the new Tory Burch.
Spring 2024
The spring collection featured unseen silhouettes for the brand. The collection
was showcased at the American Museum of Natural History’s newly opened Gilder Center. Most dresses and skirts had a mini length and were tight fitting, with some exceptions. Fabrics like satin, jersey, cotton, and linen were seen among other types. Tory explained that she wanted the collection was about “experimentation and taking things that were traditionally restrictive to women, reclaiming them and having them be part of the shape and form” (2023, Fashionista.com) Some of the apparels forms may draw inspiration from certain decades, but Tory mentioned that she didn’t want people to see the collection and date the styles to a specific time. She wanted the collection to be “be present and then future”(2023, Fashionista.com). The black dress seen in the runway photos, has a pink version which was recently seen on Haily Bieber, further cementing Tory’s brand as the “it girl” brand.
Runway photos via ToryBurch.com
Hailey Bieber photo via ToryBurch Instagram
Fall 2024
The fall collection featured a darker colorway, new fabrics, and was showcased at the New York Public Library. Although this collection had a longer and classic silhouette, the fabrics are where Tory went out of the box. She used sheer see through fabrics on dresses and skirts. Faux glossy croc suits and bodysuits in a shade of black. Other fabrics like paper leather, cotton, denim, calf hair, and tinsel raffia were also seen on the clothes. Tory said that this collection was about “making the everyday sublime: an old jacket, a lampshade, even a shower cap” (Grazia.com).
Runway photos via Vougue.com
As the Tory Burch brand moves away from styles like their iconic flat with their
medallion, and expands into new horizons Tory herself is excited for what is to come.
She said to the WMagazine, that she wishes she had done this experimenting soon and
feels like “a new designer in many ways” (2024, WMagazine.com). Do you see this new
Tory Burch being an “it” brand for you?
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