Tommy Ton has left the building. The street style photographer turned creative director did a lot to elevate Deveaux’s profile during his four years at the brand. With Ton at the helm, there were pre-Covid NYFW runway shows and supermodel cameos in lookbooks. He left to refocus on his photography career. As for Deveaux, its designer and founder Andrea Tsao says the design team is enjoying the restart. Come September, there will be a fresh logo and a relaunched e-commerce site.
Like other labels, Deveaux had fallen into doing wardrobe basics during the pandemic. “We tried to be everything to everyone, and were more focused on the intermediaries [meaning buyers] than the end users [or customers],” Tsao explained. “We’re a New York brand, and dressing New York women means Deveaux has to be ‘everyday,’ but we’re going to see if we can be bold about it.” The clearest way Tsao and team went about being bold is by designing a graphic abstract print (Rachel Whiteread with her use of negative space was a touchstone) in vibrant blue, brown, and black. It almost resembles camouflage, but in it, you’d be the most eye-catching woman in any room.
Utility is still important at Deveaux. Parkas come with interior straps so they can be worn slung over the shoulders if you overheat, and a trench is bisected at the midriff, so you split it apart and wear the cropped jacket and/or skirt solo. But Tsao upped the whimsy factor: full skirts are color-blocked and cut asymmetrically, evening dresses are made in a technical nylon for a wear-anywhere, almost sporty vibe. The idea is to prioritize creativity and optimism as they work on shoe and bag launches, possibly to come before the end of this year.
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