Tory Burch on rebranding her Paris boutique, and first steps in experiential

Tory Burch, a creative force who has always been able to subtly change her aesthetic through her career, unveils a fresh take on her Paris boutique this week.

In her youth, Burch’s family lived in Valley Forge, Pennsylvania. It’s where Washington spent a famously tough winter, hunkering down before going on to win the Revolutionary War against far more powerful British forces. 
 
Tory, like George, is smart at renewing. Like at this new boutique, where she teamed up with Walter Schels, photographer and taste maker, in a sensitive retail relook.

Burch, who celebrated her birthday this Monday, also teamed up with Humberto Leon, who knows Paris well, after a seven-year stint as joint creative director of Kenzo.
 
So, we caught up with Burch, a tour de force who has built and masterminded her own namesake brand, a cunning blend of nomadic chic, kicky prep and modern gentility, to hear the latest from the world of Tory, including a first step into experiential.

FashionNetwork.com: Why did you want to refresh your Paris boutique?
 
Tory Burch: When we thought about bringing our Walter Schels collaboration to a few boutiques, I knew I would include our Rue Saint-Honoré store. I want our customers in Paris to discover a different side of our brand, to explore the new space and see our collections with a fresh perspective.  
 
FNW: What do you find are the most compelling elements to Walter Schels art?
 
T.B: He gives animals the same respect as humans, highlighting their unique personalities and emotions. The results are arresting and quite emotional.
 
FNW: What attracted you about working with Humberto Leon?
 
T.B: I wanted to work together for a very long time. I met Humberto in the early 2000s when he cofounded Opening Ceremony with Carol Lim; he has the most incredible eye and a unique approach to retail. Our pop-up in Los Angeles was the perfect opportunity to collaborate, and Humberto was instantly drawn to Walter’s photographs in our Resort 2024 collection. We developed the concept together from there.

 
FNW: Do you expect to roll out Humberto’s ideas in other flagships?  
 
T.B: We brought the concept to our Kerry Centre flagship in Shanghai earlier this year. Our team hosted an incredible event to celebrate with our Chinese brand ambassador, Liu Wen.
 
FNW: Define the DNA of Tory Burch?
 
T.B: I want women to feel confident and powerful — that has been my north star from day one. American sportswear is the anchor of our collections, and we are constantly innovating in technique, fabric, and silhouette. But our ‘brand DNA’ is always evolving… I have never liked strict definitions or labels. I want to keep taking risks, exploring my creativity, and bringing our customer along.
 
FN: If my memory serves me well, you opened in NYC in 2004? How are you planning to celebrate your 20th anniversary?
 
T.B: To be honest, I have not given it a lot of thought… I’m not very nostalgic, I really look forward. In many ways, it feels like we are beginning again.
 
FN: What sort of year are you having?
 
T.B: It is hard to believe that 2024 is halfway over; I am so proud of everything my extraordinary team has accomplished, from our collaboration with Humberto and Walter to our Fall 2024 show at the New York Public Library and our Foundation’s continued impact. I try to be present with my team and celebrate our success in the moment, because it’s very easy to be onto the next thing.
 
FNW: Where do you see future growth happening?
 
T.B: We have always focused on patient growth; I never wanted to be the biggest brand, I wanted to be the most extraordinary brand. As an independent company, we can grow at our own pace. 
 
It is gratifying that people are seeing us in a new light, and the response to our runway and ready-to-wear collections has been remarkable. But we bring the same creativity and innovation to everything we do, whether it is a runway look or a ballet flat. I want every product to be incredibly inspiring, regardless of price point.
 

FNW: What is the latest news at the Tory Burch Foundation?
 
T.B: We have a new president, Tiffany Dufu. As an entrepreneur herself, she understands the challenges women in business face, from access to capital to education and networks. We are working on the next phase of our partnership with Bank of America — last year, we surpassed $100 million in low-interest loans to women entrepreneurs via our capital program. 
 
I am also passionate about building a community. Having a strong network is important for any entrepreneur, and it’s a particular challenge for women. We have more than 2 million women entrepreneurs in our community across the U.S.; I want to help them stay connected so they can support each other for years to come.
 
FNW: When can we expect a Tory Burch Hotel?
 
T.B: We are partnering with a French resort later this summer. No plans for a hotel right now, but never say never…