What's Happening?
Emily Ratajkowski is the face of Tory Burch's fall 2025 eyewear campaign, which introduces new 'Pierced' styles. The campaign, shot by photographer Grace Ahlbom in New York City, showcases the Pierced Sunglasses and Pierced Eyeglasses. These eyewear pieces feature metal rings that give the illusion of 'pierced' temples, a design element previously seen in Tory Burch's footwear and accessories. The campaign highlights two exclusive styles: the Eleanor Oversized Square sunglasses available at Bloomingdale's and the Miller Metal Oval sunglasses available at Sunglass Hut and Tory Burch. This new eyewear line follows the success of the Pierced Mule from the spring 2023 collection, which expanded into handbags, jewelry, watches, and belts.
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Why It's Important?
The introduction of the 'Pierced' eyewear line marks a significant expansion of Tory Burch's product offerings, reflecting the brand's strategy to diversify and innovate within the fashion industry. By leveraging the popularity of the 'Pierced' design, Tory Burch aims to capture a broader market segment and reinforce its position as a trendsetter in fashion. The campaign's focus on exclusive styles for major retailers like Bloomingdale's and Sunglass Hut highlights the brand's strategic partnerships, which can enhance its market reach and consumer engagement. This move could potentially increase sales and brand visibility, benefiting both Tory Burch and its retail partners.
What's Next?
As Tory Burch continues to innovate with its 'Pierced' design, the brand may explore further expansions into other fashion categories, potentially introducing new products that incorporate this distinctive style. The success of this campaign could lead to additional collaborations with high-profile figures like Emily Ratajkowski, further boosting the brand's appeal. Retailers involved in the exclusive distribution of these eyewear styles may also see increased foot traffic and sales, prompting them to seek more exclusive partnerships with Tory Burch in the future.
