Thom Browne embarks on a world tour for its 20th anniversary

Estimated read time 3 min read


Translated by

Roberta HERRERA

Published



Nov 10, 2023

Thom Browne has just completed his first world tour. This year, the American designer marked the twenty-year milestone of his fashion house by engaging in various projects. This commemoration involved the release of a monograph, the launch of an anniversary capsule collection, and a series of events that unfolded over the past month, from in-store cocktails to exhibitions. This whirlwind tour took the designer across the globe, from New York to Milan.

For its 20th anniversary, the brand produced exquisite gold sunglasses – Thom Browne

“We hosted a total of more than 1,700 guests,” shared Rodrigo Bazan, who has led the New York-based brand since 2016. He played the gracious host alongside Thom Browne on Thursday, November 9, in the brand’s Milan boutique on Via Sant’Andrea, where friends, journalists, and loyal customers gathered. Some even came from Zurich, all elegantly clad in the brand’s signature slim-fitted gray suits, savoring the house champagne.

The world tour began on October 9 in London with a gala dinner at the Victoria & Albert Museum and an exhibition at Harrods. The celebration continued through Tokyo, Seoul, Shanghai, New York, and culminated in Milan. “For us, it has been incredible to see the enthusiasm of customers for the brand,” continued the executive, showing photos of the various events hosted and some top clients in attendance, including a family from Seoul who showed up dressed head-to-toe in Thom Browne. 

Browne’s brand journey started in 2003, two years after having opened a New York workshop offering men’s suits inspired by the aesthetics of the 1950s but reinterpreted with new proportions. Fast forward to his debut haute couture show in Paris in July, the brand has amassed two decades of success and achieved a milestone, reaching 330 million euros in revenues in 2022, a 25% increase from the previous year. Thom Browne’s distinctive touch in reimagining men’s fashion, coupled with extravagant couture creations, has set the brand apart. 

Acquired by the luxury group Zegna in 2018, Browne’s label represents 21% of total sales and now sources precious fabrics from the group. As of September 30, 2023, turnover amounted to 280 million euros, up 10% year-on-year, with organic growth at 15.5%. Women’s collections, in particular, saw a 30% surge in sales in the third quarter. Noteworthy is the brand’s global footprint, boasting 109 stores worldwide, with 84 under direct management. This year saw the conversion of 17 Korean stores, previously managed by a partner, into proprietary boutiques. 

A look from the anniversary collection – Thom Browne

Thom Browne, whose clientele includes Michelle Obama, LeBron James, and Julia Roberts, enjoyed significant visibility in this anniversary year. The festivities were undoubtedly highlighted by the brand’s spectacular runway show in July at the Opéra Garnier in Paris during Haute Couture Week, as well as the release of a commemorative book titled “Thom Browne,” with over 400 pages.

The book, available for perusal in the Milan boutique, complements the special collection envisioned by the designer for his two decades in the industry. Catering to both men and women, the collection revisits the brand’s classics, prominently featuring the number 2003 (the year of the label’s founding) embroidered in large letters on most of the pieces. The collection includes cashmere coats and jackets, a pleated gray flannel skirt, Bermuda shorts, a polo shirt, a galon-trimmed cardigan, and a Teddy jacket. The ensemble is completed by a briefcase-style bag and a pair of golden glasses.

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