Inside Tory Burch’s big year, from a fragrance launch to viral products

This story was originally part of the 2024 Glossy 50 feature. Click here to see all of this year’s honorees.

Tory Burch has long been a trailblazer in American fashion, seamlessly blending creative vision with business savvy since launching her brand in 2004. In 2024, the brand reached new heights, marked by new partnerships, the ongoing impact of a leadership restructuring and a growing commitment to empowering women entrepreneurs.

Among the brand’s standout moments this year was its August launch of the Sublime fragrance, developed in partnership with Shiseido and perfumers Rodrigo Flores-Roux and Christine Hassan. The corresponding campaign, featuring Kendall Jenner, was designed to embody confidence, sensuality and strength, reflecting the brand’s evolution toward a more sophisticated aesthetic. “[Kendall Jenner] truly embodies that,” said Burch. The fragrance’s marketing also included an original soundtrack by musician Bakar, available on Spotify. And, for some, its sustainable, refillable bottle added to its desirability.

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