As luxury brands continue to battle the slowdown, Another Tomorrow is betting there is growing demand for beautifully made clothes that women can actually wear.
The brand’s spring collection built on the sustainability-focused label’s staples while sharpening its appeal to a real-world customer caught between contemporary fashion and luxury’s escalating price tags.
Inspired by the photography of Deborah Turbeville, creative director Elizabeth Giardina’s latest collection was full of relaxed tailoring, sharply cut trousers, fluid trenches and evening dresses embellished with hand-applied Czech glass beads. It’s easy but “elevated” — even if that word is becoming overused.
The strongest pieces were simple but exquisitely cut. A series of high-collared coats crafted from the brand’s proprietary Peace Silk — produced without killing the silkworms — demonstrated how far the company has come in developing its own materials. Elsewhere, the brand used regenerative New Zealand wool, recycled cashmere and French-made lace from one of the few authentic makers still in business.
“There is a huge opportunity,” said chief executive officer Charlotte Tasset of hitting the sweet spot in the market for working women. “Luxury is great, it’s beautiful, but sometimes it’s so trendy that we don’t relate. And when we relate, we’re losing that twist and edge that makes us feel confident.”
The Another Tomorrow customer is looking for investment pieces that can move from work to evening, remain relevant beyond a single season and justify their price through quality rather than branding.
The collection — which the brand calls “winter/spring” as part of its positioning to focus on in-season sales (and further driving home the point that they march to their own beat) — provided that in spades. Bright blue puffers with detachable scarf collars, sleek burgundy zip front jackets, and fine-wale corduroy coordinates expanded the brand’s color palette, while knitwear with unexpected cuts at the waist were simplicity with a twist for easy evening dressing.
The precise cuts gained traction through the pedigree of their materials, and suggested the brand is increasingly confident that sustainability is not its only card to play.
Much of the New York-based label’s creative team has relocated to Paris, and the brand is expanding its retail presence in Europe, first with a corner in London’s Harvey Nichols that opened in January, and next up a Paris pop-up set for September.
