Do you know what are probably the coolest pair of flat (non-sneaker) shoes you can find right now? It’s not the Hermès Oran sandals or Chanel’s classic ballet pumps, but a pair of Surrealist flat mules where each shoe sports a brass toe ring and a little inverted cushioned heel that sits above the sole instead of under. This is the Tory Burch Pierced mule, which the brand revealed in 2024, comes in a dozen colours, and already has a legion of fans. (There are also Pierced slingbacks, multi-strap heeled sandals, flat sandals, pumps, mule wedges, and ankle boots, each with a chic metal toe ring design and totally worth suffering a month, or two, of instant ramyeon dinners.) It’s not just us saying so: Lyst reported a 201 per cent increase in demand for said mules, while Harper’s Bazaar declared it a punk shoe that’s an “It girl staple”.
Tory Burch, the eponymous brand founded in 2004, has always been known for a sort of classic old-Americana sportswear aesthetic that rarely goes out of style—even if it’s not always making waves. In accessories, their Miller sandals and Reva flats with the signature TB hardware have been the kind of mainstay that don’t often draw attention. But the label is certainly attracting its share of eyeballs now.
The aforementioned Pierced range is one part of it. But there’s also a whole range of fans on Instagram and TikTok who are actively gushing about the brand’s more classic styles.
It’s not all happenstance. Much of what’s held us in a sartorial chokehold of late have been things from the past that have seen a second coming—vintage Coach bags, the Longchamp Le Pliage, the half-zip sweater.… The Tory Burch revival is a part of that but a recent report by Women’s Wear Daily revealed that it’s also thanks to efforts by the brand itself.
Along with the design team, the Tory Burch marketing team has also been in overdrive. The brand came first when it came to social engagement at the New York Fashion Week earlier this year, primarily due to its performance on TikTok, which included rapid-fire interviews with FROW people like Pamela Anderson, Tessa Thompson, and Amanda Seyfried. Head to the brand’s IG, and there are backstage interviews with models like Alex Consani (2024 Model of the Year) and 360-degree all-access peeks. Most of the content was fronted by former Vogue writer and vintage obsessive Liana Satenstein, who rushed around the venue waving a new version of the Reva ballet flats in people’s faces, offering freebies, and asking for reviews of the shoe. Satenstein is known for her irreverent yet informed fashion commentary as well as her love for a freaky shoe, making it a perfect partnership.
The impact of all that buzz has filtered on ground too—Kendall Jenner was recently spotted in a pair of Reva flats (named after the designer’s mom), and we’ve all suddenly woken up to the fact that’s they’re such wonderful travel shoes.
There’s a comfort in going back to something tried and tested. It’s better if an old player isn’t just playing it safe.
