Tory Burch Fall 2025 Ad Campaign

Review of Tory Burch Fall 2025 Ad Campaign by Director Talia Collis and Photographer Jamie Hawkesworth with models Hejia Li, Ida Heiner, Lulu Tenney, Nora Attal, and Selena Forrest

By Sonya Moore

Shot on the streets and privately within interiors of New York, through the intimate lens of Jamie Hawkesworth, Tory Burch’s Fall campaign feels like a cinematic stroll through the city where it all began, offering a grounded, introspective portrait of urban womanhood. This marks a continued exploration for the brand; not of reinvention, but of refinement as it leans further into authenticity over artifice. The campaign feels like a natural evolution of Burch’s recent creative direction: emotional storytelling through garments and portraits that privilege presence over performance. With golden light catching on stoops, sidewalks, and the occasional Central Park bench, the campaign captures not just a collection, but a mood — the pulse of the New York City woman in all her complexity, confidence, and quiet charm.

Visually, the campaign holds an abundance of subtle intimacy. The cast, a diverse group of friends and muses, is framed in fleeting moments of camaraderie and solitude — lingering on stoops, walking briskly, waiting. These are portraits of women who inhabit their style rather than perform it. Hawkesworth beautifully captures the warm afternoon lighting of Fall that evokes memory rather than fantasy, while Brian Molloy’s styling reinforces the tactile allure of the collection: felted wools, shearling outerwear, and remixed heritage codes grounded by flat shoes and slouchy bags. The posing amplifies this; thoughtful in product placement, yet almost instinctive to everyday life. The result? A mood that feels as editorial as it is personal.

Strategically, the campaign succeeds in its restraint. In an industry often pulled toward maximalist messaging or moments of virality, Tory Burch opts for continuity with this campaign. The storytelling feels cohesive with past seasons, yet honed, particularly in how the brand revisits archival pieces like the Reva flat and equestrian silhouettes without nostalgia being the only driving force, but rather present in the moment. If there’s one opportunity missed, it might be in scale; the narrative is quietly compelling, but perhaps too inward to reach beyond existing brand loyalists. Perhaps a broader visual crescendo could have elevated the campaign’s cultural imprint. In an era where campaigns often double as social commentary or societal storytelling, this collection’s subtlety may have limited its resonance beyond those already fluent in the brand’s language.

Still, what lingers is a quiet confidence. In a season crowded with anticipatory noise, Tory Burch reasserts the value of nuance in campaigns that serve as an invitation to observe the deeply intertwined relationships between our wardrobe and how it’s shared with the ones closest to us. It’s not about grand statements, but about the resonance of familiarity, the elegance of realism, and the quiet power of dressing for the life you already lead.