Review of Tory Burch Spring 2024 Ad Campaign with Photographer Jamie Hawkesworth with models Selena Forrest, Ida Heiner, and Grace Elizabeth
Tory Burch takes Texas with a new Spring 2024 campaign, photographed by frequent brand collaborator Jamie Hawkesworth.
While the designer’s Spring 2024 collection may have offered an uncharacteristically futuristic take on established feminine craft codes, the campaign juxtaposes this spirit with some classic down-home Americana. Dressed in springtime pastels and neutrals with slick sunglasses, models parade down the dusty streets of Marfa, Texas. There’s even a local high school marching band to amp up the pomp and circumstance.
Marfa isn’t just any small desert town, of course; it’s well known as a minimalist arts hub, primarily due to the presence of Donald Judd’s Chinati Foundation museum. That being said, the intention of the campaign still doesn’t quite come together; the concrete and steel lines of the museum might have been a better backdrop for Burch’s architectural design ambitions than an old pickup.
Nonetheless, the sunny energy of the images does feel infectious, and there is a certain allure to the visual tension present. The campaign comes together like an unplanned stop on a road trip through the American southwest: spontaneous, unintentionally artful, a bit incongruous, but certainly memorable.
Photographer | Jamie Hawkesworth
Models | Selena Forrest, Ida Heiner, and Grace Elizabeth
Location | Marfa, Texas