Tanner Fletcher Fall 2024 Ready-to-Wear collection, runway looks, beauty, models, and reviews.
“I don’t want to say it but it’s more…commercial?” said Tanner Richie at a preview of his and his partner Fletcher Kassel’s fall 2024 collection.should not be taboo, but it does carry a certain connotation among the fashion cognoscenti. Commercial often equates to boring and uninspired, overly merchandised, and even monotonous, but Tanner Fletcher is none of those things. The better way of describing where the brand is at the moment would be, as said by Kassel: “the business is business-ing.
Kassel and Richie have been watching their business experience growth while also witnessing a restructuring of the market. “We’re seeing growth because we only know this,” said the designers of the industry landscape today, explaining that they’ve also made sure to nurture their direct to consumer channel. Buys have shrunk for many independent designers and young brands of late.
Fittingly, this collection explored the theme of an estate sale. Kassel and Richie are amateur vintage collectors turned dealers. They source antique home wares or clothes, use them to inspire their collections, and then flip them by selling them on their website. It’s a clever system, with a decent profit margin depending on how they price each item. Where that applied to their ready-to-wear most literally was in a tailored jacket with vintage brooches.
Picking up from last season, Kassel and Richie also took to building their catalogue of core silhouettes, expanding their denim range and knitwear selection. The couple’s bow suit from the spring 2023 lineup continues to be a bestseller: “We’re a bit sick of them, but it’s still fun,” joked Richie of the appliqués, which have also taken over TikTok with the now pervasive “coquette” trend.
Kassel and Richie have been savvy thus far when it comes to their business choices. Now a few seasons into the wholesale of it all, they’ve resolved to be more authoritative with their offer rather than bending to retailers’ desires. “They ask us to do things and then don’t buy them, or then say the sell-through isn’t good,” explained Richie, “but now we’re listening to ourselves first.” Up next the goal should be to keep their focus without becoming formulaic in their approach.
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