“Women, is Tory Burch cool, or no?”
Someone recently posed that question word-for-word on the app formerly known as Twitter and was met with resounding affirmations to the positive.
The query, prompted by someone weighing whether or not to buy some shoes, incidentally mirrors a question currently preoccupying fashion editors: is Tory Burch actually cool now?
Tory Burch! The mistress of the mall, the maven of the mass-market! Suddenly, as her eponymous brand celebrates its 20th anniversary, it’s been rebirthed as the hot new thing.
Tory Burch Spring/Summer 2024 didn’t prompt the question — it put a period on the answer.
It was a startlingly modern collection, doubly so because it bore the Tory Burch name. Wearing techy eyewear befitting fashionable welders, models clutched molded resin handbags, their hair slicked back, and feet clad in sculpted mary janes.
They wore crisp collarless jackets, vareuse-style pullover sweaters, and tech-y zip shirts tucked insouciantly into menswear-inflected slacks. They were walking through the American Museum of Natural History but they looked like the future.
Burch’s SS24 collection, styled by a The Row veteran, only looks that much more austerely stylish juxtaposed against the pussy bow dresses and floral gowns that Burch showed only a few years ago. It’s night and day, a contemporary luxury label versus preppy Connecticut-core.
We’re at the point where armchair critics can confidently (and justifiably) compare Tory Burch to Hussein Chalayan. Burch isn’t putting transforming table dresses on the runway — yet — her latest collections are channeling a similar, heretofore unseen modernist design ethos.
Remember, we’re talking about a brand arguably most famous for medallion-laden slippers.
The cool kids have noticed today’s Tory. Front-row guests at Tory Burch SS24 included Suki Waterhouse, Tiffany Haddish, Hari Nef, longtime muse Emily Ratajkowski, and Uma Thurman (!).
In February 2023, following Burch’s SS23…
Read the full article here
