TORY BURCH SCATTERS CHRISTMAS ACROSS A SUMMER LAWN

Most holiday campaigns arrive wrapped in fake snow and candlelight, so there is something quietly mischievous about Tory Burch choosing to stage its Holiday '26 campaign in the full glare of what looks very much like midsummer. Fit with Christmas baubles tossed across the grass of a clipped hedge garden, Awar Odhiang, Lulu Tenney, Nora Attal and Grace Elizabeth run, dance and link arms through it in long printed slip dresses and loose coats.

Photographed by Anthony Seklaoui and styled by Brian Molloy, the images treat the festive season less as a date in the calendar and more as a mood the four of them carry with them, which suits a brand that has always leaned towards optimism over austerity.

The bags do most of the work across the series, with the quilted Charlie and Bunny Knot shoulder styles swinging from wrists in the garden shots while the Romy appears twice, first as a tan suede bucket bag held in front of an old green Jeep parked outside a white clapboard house, and later as a slouchy brown suede flap bag slung over a shoulder at the edge of a swimming pool.

Indoors, the campaign moves into a gilded room hung with mirrors and patterned wallpaper, where one model perches on a bench in a paper party crown and silver Reva ballet flats, and another bites playfully on a pen while showing off a stack of gold bangles and a slim watch. The Miller sandal, still one of the label’s best-known pieces, turns up in a shot taken from above in which the four lie with their heads together on a leopard-print rug, holding pairs up to the camera like the morning’s opened presents, and the final image lands the group in front of a decorated tree with a fringed, beaded bag and a metallic bucket style that feel made for the party season.

If there is a weakness, it is that the heat of the outdoor shots occasionally pulls against the brief, and a viewer could be forgiven for reading the garden images as a resort campaign until they notice the ornaments in the grass. That tension ends up being part of the charm, though, and the styling is warm and colourful enough throughout that the clash between the season and the setting reads as a deliberate wink rather than an oversight.

Holiday ‘26 shows Tory Burch confident in the pieces that have come to define it, building a gifting campaign around its signature bags and shoes without feeling the need to dress them up in anything heavier than good light and a bit of fun. The full campaign and collection can be found here on the Tory Burch website.