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Tory Burch targets younger customer with kitschy sportwear

Tory Burch targets younger customer with kitschy sportwear

Tory Burch is targeting a younger generation with her latest retro-inspired sportwear line.

Tory Sport's fall collection was launched at a soiree at the brand's first stand-alone retail store on Fifth Avenue in the Flatiron District on Thursday night (07Apr16).

The fall collection featured African influences, particularly through tribal graphics in Burch’s signature shade of orange. But rather than being a mere exploration of theme, the collection was more an exercise in product and category development with its youthful clientele in mind.

“It’s definitely a different customer (than preppy-boho signature range Tory Burch), a younger customer,” Tory told WWD. “Tory Sport is more of an opening price point."

The 49-year-old designer has made it her mission to redefine the American sportswear market with Tory Sport, and her latest line features stylish tennis ensembles, sleek tracksuits, surfwear, golfwear, and avant- and apres-sport clothes.

And the collection continues to evolve in an increasingly retro and kitschy direction particularly in regards to her gym wear, with Tory Sport showing tennis skirts, sweaters emblazoned with the word “ski” and giant furry snow-bunny boots and a plaid jacket lined in shearling fleece. She also expanded on her outwear collection by launching weather-proof down navy coat, down jackets and her golfing range. Seventies-style tracksuits came with graphic “V” motifs on the jackets and striking orange stripes downs the sides of flared trousers.

A chic coterie of peers, friends and models joined Tory for the launch, including Ashley Greene, Jessica Hart, Camilla Belle, Chanel Iman and designer Narciso Rodriguez.

“This is something new for her that’s exciting. I’m just here to celebrate and congratulate her,” model Chanel told Vogue, who was wearing a jacket and sports bra from the collection with black jeans. “I’m all about mixing and matching more casualwear with sportswear."

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