Every woman deserves a second act, and for Tory Burch, it’s a full creative revival. After years of defining her brand with preppy ballet flats and iconic monograms, Burch is now entering what many are calling the “Torynaissance.” This shift isn’t just about changing aesthetics; it’s a personal revolution that redefines her approach to design. Having stepped down as CEO after 14 years, Burch embraced full creative control, and the results are nothing short of transformative.
“I rediscovered my passion for the creative process,” says Burch. “For so long, I was running the business. Now, I’m 100% immersed in designing, and it has completely changed everything.”
The transformation is evident. Burch’s Spring 2025 collection, celebrated with a vibrant party at Dubai’s Skooni, was a striking display of her refreshed vision. The event was a minimalist marvel with a turquoise pool setting inspired by the NYC runway, drawing the city’s most fashionable figures, including Maguy Bou Ghosn, Karen Wazen, Dima Sheikhly, Dana Hourani, and Rym Saidi.
Guests were dressed in the brand’s new sporty, chic designs: embellished swimsuit tanks, crinkled drawstring pants, boxy jackets, and a standout beige jersey dress worn by actress Stephanie Atala. The look was relaxed yet edgy, far from Dubai’s usual flashy fashion, and embraced a cool, surfer-chic vibe. Everyone looked effortlessly stylish, in tune with the new Burch aesthetic.
“I feel like myself again,” shared Egyptian actress Salma Abu Deif, who donned a utilitarian jacket and asymmetric skirt that confidently paired with a bikini top. “Comfortable. And confident.”
Burch’s design philosophy is rooted in empowerment, evoking emotions that help women feel competent and powerful. This shift from safe, logo-heavy designs to bolder, more innovative creations speaks to a broader change in the brand’s direction. While the iconic Reva ballet flats return, they’ve been reimagined for a more chic, insider look—symbolizing Burch’s return to her roots with a fresh, new perspective. The Reva flat, named after her mother, is now worn with a sense of irony and sophistication.
As Burch continues to push boundaries, her collections, such as the Spring 2022 sporty poplin dresses, showcase her deep admiration for American sportswear pioneers like Claire McCardell, whose work influenced Burch’s bold designs. This creative evolution started years ago, when Burch launched her Sport collection in 2015, and now, with a focus entirely on design, it’s reached its peak.
Burch’s risk has paid off. The brand is witnessing a surge in global attention, with the Middle East emerging as a pivotal market. New stores in Qatar, Saudi Arabia, and a flagship at The Dubai Mall are reinforcing the region as one of Tory Burch’s most influential markets. “The women here are stylish, discerning, and entrepreneurial,” Burch remarks, clearly inspired by the region’s diversity and vibrancy.
Karen Wazen, a prominent entrepreneur who attended Burch’s Dubai event, appreciates the designer’s universal appeal. “Her clothes are practical, easy to wear, and tailored—perfect for my lifestyle as a mom,” Wazen says, resonating with Burch’s emphasis on empowering women through fashion.
Looking forward, Burch is expanding her vision into fragrance and homeware, aligning with her belief in creating a complete lifestyle brand. As the founder of the Tory Burch Foundation, she has supported countless female entrepreneurs, helping them access the power that lies within. “We’re not giving power to anyone,” she states. “They already have it. We’re just helping them access it.”
Tory Burch’s journey is far from over. Her second act isn’t about a reboot; it’s about rooting her brand in deeper meaning—design, emotion, and a global sisterhood. And this is just the beginning.
