American brand Tory Burch releases her Spring Summer 2025 campaign, a collection of images infused with an elegant athleticism starring Ida Heiner, Irina Shayk and Mona Tougaard. Photographer Jamie Hawkesworth [IG] captures the trio in Paris posing in a track and field gymnastics facility.

Ida Heiner wears the new Tory Burch Destiny trainer below, as further evidence of the growing influence of sport for the brand.

Tory Burch Destiny Trainer

Described as a “retro running sneaker inspired by the spirit of a good challenge”, Tory Burch’s Destiny Trainer is well-named in the spirit of the 2024 Paris Olympics.

This major event in summer 2024 marked a significant turning point in consumer trends, particularly in the sphere of sports-related luxury brands.

Led by Louis Vuitton — a key sponsor of the summer games — the symbolism of the Olympics, and the extraordinary journeys that athletes take to reach them, closely align with the values at the heart of the French luxury fashion house, its chairman Bernard Arnault and CEO Pietro Beccari.

Reality is that LVMH, including Louis Vuitton, and Tory Burch are sort of ‘kissing cousins’.

The Expertise of Tory Burch CEO Pierre-Yves Roussel

Tory Burch’s husband and CEO of Tory Burch LLC since 2019, Pierre-Yves Roussel was appointed chairman and CEO of LVMH’s Fashion Group in 2006. Roussel oversaw prestigious brands like Louis Vuitton, Givenchy, and Marc Jacobs. During his tenure, Roussel played a pivotal role in appointing creative directors, including Riccardo Tisci at Givenchy and JW Anderson at Loewe.

The 2024 Paris Olympics not only celebrated athletic excellence but also ignited a shift in consumer behavior towards high-end sportswear and luxury athletic gear. As the world watched elite athletes perform on the grand stage, there was an increased awareness and appreciation for the quality, style, and performance-enhancing capabilities offered by luxury sports brands.

In the aftermath of the Olympics, consumers began seeking out products that not only mirrored the sophistication and innovation witnessed at the games but also allowed them to embody the dynamic spirit of the athletes they admired.

Additionally, the Olympics were a unifying event in an world seemingly pulling apart. It makes perfect sense to AOC that the sporting lifestyle has taken the limelight — and with all eyes on America for many reasons.

Tory Burch Claimed Top Spot at NYFW

Coming out of New York Fashion Week, Tory Burch was again at the top of the leaderboard with an engagement score of 3.2 million, according to WWD who quoted ListenFirst data. The brand posted an increase of 39% against September 2024.

Driven largely by TikTok, Tory Burch claimed the title of ‘Most Engaging’ brand on TikTok at NYFW for the third season. She unseated Michael Kors, claiming the top spot in total engagement for the first time. Kors total engagement was down 67%.