Tory Burch spent her first 10 years in business building her brand’s equity, and the last 10 years refining it. More recently, that work has included a new beauty strategy: In 2019, after nearly a decade of working with Estée Lauder Companies, she signed a deal with the Japanese group Shiseido to develop, market, and distribute new products. Sublime is the second fragrance they’ve done together. The campaign stars fashion industry go-to Kendall Jenner (photographed by Mert and Marcus). Burch also collaborated with two perfumers—Rodrigo Flores-Roux and Christine Hassan—on the juice, to use beauty parlance. 

The fashion business looks very different than it did when Burch started out, some 20 years ago, but what hasn’t changed is the importance of diversification. As a lifestyle brand, it’s important to be competitive across several different categories for all the obvious reasons: when the going gets tough in one market, another can pick up the slack. The marketing funnel has changed, too: In the old days, fragrance was the go-to entry point for new consumers; today it’s also accessories and ready-to-wear. To wit: Tory Burch chose to launch a capsule of the brand’s greatest fashion hits in coral—the color motif for Sublime—to celebrate its launch.