A double-meaning title was needed to sum up Tory Burch’s Fall/Winter 2026 campaign: “Tails of the City” plays on wagging tails as much as on New York tales, and sums up fairly well the angle the house chose for this season, that of instinct rather than rules. Photographed by Jamie Hawkesworth in and around Central Park, the campaign brings together models Alex Consani, Awar Odhiang and Hejia Lee, each accompanied by a dog, in a set-up directly inspired by the founder’s companions, Chicken and Slim.
The collection itself explores what the press release calls “classics shaped by history and utility”, that is, a reaffirmation of the brand’s functional wardrobe rather than a stylistic break. The guiding idea, dressing by instinct, not by convention, carries through to the staging: the silhouettes are not frozen in a studio pose but caught in motion, at the pace of a city that never stops, carried by a canine energy that is hard to stage and therefore all the more effective visually.
The choice of bags accompanying the campaign is not insignificant either: the Bunny Knot model, under embargo until 10 September, appears alongside the Rommy Baulleto and Charlie models, three pieces that also seem to bear first names rather than product references, a way of extending, even into the naming, this idea of almost domestic objects rather than distant fashion accessories.
This stance is not new for American houses, which have often built their image on an openly embraced closeness to everyday life rather than on the aspirational distance of European houses. Tory Burch, a brand founded on the idea of accessible and functional luxury, pushes the dial here towards an almost personal sincerity, by showcasing its own pets rather than an anonymous cast.
Still, the gamble of the dog as a communication argument is not without risk: it flirts with the endearing register, whereas fashion generally prefers to keep its distance. Tory Burch seems to embrace this slide, betting on authenticity rather than pose, a way, by implication, of defining what wearing clothes “now” means for the brand: by instinct, without an instruction manual, dog included.
Cette publication est également disponible en :
