In just four years, she has become the most influential fashion designer in America. Unlike big names such as Lanvin and Balenciaga, who may score a lot of red carpet hits but are sustained mostly by accessory and fragrance sales, Burch designs clothes that real people really wear.Her brand, with prices mostly in the $195 to $495 range, is accessible to a good range of ages and sizes (up to a size 14). For high-end shoppers, it’s a source for casual clothes; for budget shoppers, it’s aspirational. And for Burch, it’s raking in more than $200 million in annual sales.
The allure just totally escapes me. I see something like this,
and my brain goes here:Bad Sitcom jokes aside, who is buying/wearing this stuff? The signature prints and many of the styles are intended to evoke breezy socialites on holiday, but might also bring flashbacks of wealthy, WASP-y, suburban, 70’s pre-feminist hausfraus, with their shag haircuts and shag carpeting and avocado green appliances and hanging asparagus ferns and messy divorces. (An image the decor in the boutiques does little to dispel.)
But I’m starting to think that’s part of the appeal. Not so much the messy divorce part, but the breezy socialite “I don’t have to work” part. These clothes are not designed for the boardroom, the classroom or the mailroom. These are clothes for Ladies Who Lunch At The Club and then drop the kids off for their tennis lessons. They evoke that most coveted of luxuries, leisure. (As do many designer brands, but they aren’t claiming Everywoman as their customer base.)
And my apologies if you’re a fan of Tory Burch clothing, but I think the vast majority of it is butt-ugly to boot.Photos from interior of Tory Burch boutique from NY Times, here.
This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 United States License.
Stay in touch
Sign up to be notified of new posts and updates from une femme d’un certain âge.