Predictions of Instagram’s inevitable decline notwithstanding, fashion still lives for it. Sparkly, skimpy, neon-bright clothes are trending precisely because they register on the grid. And anecdotally at least, big stores only want to bet on sure things, pieces that an influencer can push on her feed.
Deveaux’s Tommy Ton and Andrea Tsao are hightailing it in the opposite direction. Their new collection for fall is as unplugged as they come, with pioneer woman shapes, simple fabrications (cotton, in particular), and solid colors in a palette of neutrals and deep jewel tones. “It’s a reaction to everything that’s happening—the metaverse, Y2K culture,” Ton said. “We don’t want to chase youth anymore.”
To be fair, Deveaux has never been about the latest It trend. Ton is famously a Philo-head, and his taste leans grown-up, understated, and minimal. The brand’s grown-up customers will be drawn to a cotton prairie dress that Ton and Tsao elevated with pleat work at the waist and shoulders. A cotton tuxedo shirt with similar pleating details and exaggerated volumes looked smart with cropped pants. They used poly plissé for a strappy slip dress and a camisole and midi skirt set; it looked like it could’ve been tulle from a distance, but it’s sturdier stuff.
Preciousness doesn’t interest them much either. They make no bones about prioritizing practicality and everyday style. One particularly clever way they went about it: by designing a “suit” out of a pull-over jacket (more of a tunic, really, with a scooped neckline) and flared trousers. Instagram shminstagram; it’d cut a fine figure on the mean streets of Manhattan.
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