Under the creative direction of American fashion designer Derek Lam, Italian luxury brand Tod’s has tweaked some classic elements associated with the brand to appeal to a younger, more adventurous market.
Stores Specialists, Inc., Tod’s exclusive distributor in the Philippines, recently gave media a preview of its spring-summer 2012 collection for men and women in a Peninsula Manila suite.
Signature items such as Tod’s D Styling bags and totes were either done in different materials such as exotic leather or combined with new elements such as fringes made of calf leather.
As if doing the D Styling bag (named after the late Princess Diana) in python wasn’t enough, Lam also had them in neon colors such as orange, lemon yellow and Kelly green. They also come in calf leather in neutrals and summery shades such as turquoise, magenta and pink.
There has also been a slight shift from totes to more structured bags and carry-alls made of classic calf leather or done with pony-hair effect.
Tod’s is also beefing up its signature line of bags, from pochettes to clutches, with bolder colors such as turquoise, hot pink and butter yellow. The line debuted last year. Whether it comes in plain or patent leather, each bag with quilt-like details is said to be individually hand-stitched.
“That’s one thing we’re very proud of at Tod’s,” said Monica Salvador, SSI’s merchandising manager for Tod’s. “Its number one DNA is, every item is made in Italy following the Italian tradition of excellence and workmanship.”
But Lam hasn’t completely turned his back on totes, one of Tod’s bestsellers. This season, for instance, he has designed a line that combines the brand’s classic tote with a whimsical element like the fringe.
“We have them in single colors, two colors, and in python with leather fringe,” said Salvador.
Shoe of the season
Tod’s stores in Manila will also carry the brand’s latest shoes, including Ago and No Code line of his and hers shoes designed by Lam and Jefferson Hak.
Salvador describes the Ago as Tod’s “shoe of the season.” First introduced in 2001, it has been dusted off and updated by Lam for today’s fashionable women.
“It’s interesting because it was taken from one piece of leather and individually hand-stitched by Tod’s craftsmen,” said Salvador.
Tod’s also has wedges and platforms made from various materials, some with soles slightly bigger than the heels to show off the hand-stitching.
SSI also showcased key pieces in Tod’s latest RTW collection, also designed by Lam. A male and female model paraded the looks in the afternoon presentation.
“We won’t be selling any of the clothes in Manila,” Salvador said. “They’re sold exclusively in our global stores, the nearest of which is in HK. But if there are Manila-based clients interested in any of the pieces, we could order it for them.”
Men also have something to look forward to at Tod’s apart from its classic driving moccasins. Casual loafers made either of leather or suede are given a hybrid treatment, consisting of the Gommino pebbled sole and a more conventional heel.
The suede series comes in neutrals such as black, brown, navy blue and camel, and more offbeat colors like cherry red and forest green. Tod’s also offers Chelsea boots, penny loafers, office lace-ups and high-cut lounge shoes with or without the Gommino soles.
“Despite Tod’s use of bolder colors, the brand has managed to remain discreet and focused on quality,” said Salvador. “Unlike other brands, we don’t have screaming logos because we don’t need them. If you’re familiar with the brand, you would know from afar if the item is a Tod’s based on the materials, details and quality of workmanship.”