Jamie Hawkesworth shoots the reigning Model of the Year in New York as the house pushes its “personal twist on classics” beyond the runway.
NEW YORK — Tory Burch is betting that the most photographed new face in American modeling can make a fall campaign read like a private walk rather than a sales pitch.
The fall 2026 campaign, photographed by Jamie Hawkesworth, casts Alex Consani, Awar Odhiang and Hejia Li in Central Park, each model paired with a dog whose temperament appears matched to her own. Brian Molloy styled the city-ready ensembles. The premise borrows from Burch’s own pets, Chicken and Slim, and the whole exercise leans deliberately loose, a counterprogramming move in a season when fashion advertising has crowded toward celebrity cameos.
The hero frame sends Consani through the park in a vivid orange draped dress over tall black boots, the hem catching light mid-stride. A second look steers toward city polish: a navy double-breasted coat over oversized sunglasses, tan leather bags stacked in layers. Between those poles sit chunky brown sweaters over corduroy trousers, glossy leather skirts with sharp pumps, and wide-leg denim finished with flats. Slim knits in rust, orange, and soft purple thread the palette, so the silhouettes move from structured to relaxed without breaking the color line.
Consani, 23, has become the industry’s shorthand for a casting wager that pays. She was named Model of the Year at the 2024 Fashion Awards, the first transgender woman to take the honor, and in May joined the 2026 Met Gala host committee as the first openly transgender woman to do so. She began modeling at 12, signed with IMG Models at 16, and walked the Victoria’s Secret show in October 2024 as one of its first trans models. For a house whose stated message is a personal twist on classics, her presence argues that the personal, in 2026, is also the commercial.
The casting extends a multi-season collaboration. Hawkesworth has shot Tory Burch campaigns since at least fall 2022, moving the house from Lisbon in fall 2024 to New York street scenes in fall 2025 to Burch’s Antigua estate for spring 2026. The return to Central Park pulls the lens back to the city where the brand was founded in 2004, tightening the New York identity rather than diluting it.
The clothes trace directly to the fall 2026 runway shown in February at Sotheby’s Breuer Building headquarters, a collection Burch said drew on her father and on Bunny Mellon. Mellon’s knotted cushions resurfaced as Bunny Knot quilted bags, nubby raffia woven into a chunky navy sweater, and exploded hardware on shoes; gilded badla embroideries, hand-worked by Indian artisans, added a tougher luxe to drop-waist dresses in dense four-ply washed silk. The campaign compresses that thesis, history as raw material, into pieces the house calls wearable rather than performative.
The model-first choice reads as deliberate. Across contemporary luxury and activewear this year, brands have reached for celebrity wattage to manufacture reach; Bella Hadid and Kylie Jenner at Alo, for instance. Burch’s countermove is to let a reigning Model of the Year carry the story, betting that fashion credibility, not fame alone, is the scarcer asset in the handbag aisle.
The positioning is as precise as the casting. Tory Burch LLC is privately held, with founder Tory Burch as executive chairman and chief creative officer and Pierre-Yves Roussel, the former chairman and chief executive officer of LVMH Fashion Group, as chief executive. The company operates more than 370 stores alongside 3,000-plus wholesale doors, according to a 2026 company profile, and sits in the affordable-luxe lane with handbags mostly priced from 800, bracketed by Tapestry’s Coach and Capri’s Michael Kors. That is a crowded, price-compressed middle where imagery, not margin, increasingly decides share.
The campaign lands as the brand extends its accessories push. Emily Ratajkowski fronts a current eyewear effort, and the fall imagery keeps bags, stacked tans and layered leather, front and center. Burch’s soft power keeps compounding, too: the brand was named to the 2024 TIME100 Most Influential Companies list, and in May 2025 the Tory Burch Foundation committed $1 billion to support women entrepreneurs, according to Fortune.
For a house that has spent recent seasons treating classics as raw material, Consani’s Central Park walk signals the message now travels best at eye level: model-led, New York-set, and close enough to the customer to feel unguarded. Whether it converts will surface first in sell-through of the Romy bucket bags, Bunny Knot quilts, and stacked leather satchels the campaign keeps at chest level.
Avec l'aimable autorisation de Tory Burch
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