Table of Contents

1. Key Highlights:
2. Introduction
3. Design language: escape, reverie and play
4. Standout pieces and what they promise
5. Craft and materials: raffia, crochet and jelly explained
6. The campaign: GoldenEye, Anthony Seklaoui, Alex Consani and Sacha Quenby
7. Retail strategy, distribution and pricing
8. Marketing channels and why the mix matters
9. Where Splash sits in Tory Burch’s brand strategy and the wider market
10. How to style Splash pieces—practical outfit ideas
11. Consumer considerations: care, sizing, resale and sustainability
12. Market context: why capsules and novelty drops work
13. FAQ

Key Highlights:

• Tory Burch debuts Splash, a summer capsule built around woven raffia Romy bucket bags, crochet Charlie shoulder bags, Miller sandals, and translucent Jelly Ella totes; the main launch is followed by a Jelly Drop on May 19.
• The campaign was photographed by Anthony Seklaoui at GoldenEye in Jamaica, starring Alex Consani and Sacha Quenby; the collection will be sold across Tory Burch boutiques, toryburch.com and major luxury retailers including an exclusive Nordstrom Jelly Drop release.

Introduction

Tory Burch’s Splash is a seasonal exercise in lightness: a curated mix of vacation-ready bags, sandals and ready-to-wear that foregrounds texture and tactile detail. The imagery that accompanies the drop—shot at GoldenEye, Jamaica—frames the collection as an invitation to escape and play. Raffia, crochet, silk-adorned cotton tops and translucent jelly accessories together form a concise vocabulary for midsummer style that aims to work as easily on a resort veranda as it does for city-strolling on sultry evenings.

Designers use capsules to crystallize mood and test commercial appetite without overextending inventory. For Tory Burch, Splash doubles as a brand reaffirmation: durable best-sellers such as the Miller sandal sit beside seasonal variations on handbag silhouettes and novelty materials that tap into both nostalgia and tactile trends. The campaign’s timing and retail rollout—primary launch across the brand’s stores and website, followed by a Jelly Drop timed with retail exclusives at Nordstrom and placement at Bloomingdale’s, Neiman Marcus, Saks, Shopbop and Revolve—signal a deliberate omnichannel push aimed at both existing customers and younger shoppers drawn to social-native formats like TikTok and Instagram.

This article breaks down the collection’s design details, materials, commercial strategy and how the pieces fit into contemporary summer wardrobes. It also decodes the campaign choices and gives practical styling guidance so shoppers can assess where Splash fits in their own rotation.

Design language: escape, reverie and play

The Splash capsule articulates a clear editorial concept through fabrics and silhouette choices. Raffia and crochet read as artisanal, hand-worked materials. Translucent jelly signals play and nostalgia. Silk-adorned cotton tops and compact sandals emphasize ease, lightness and movement. These elements combine to produce a consistent message: summer as an active pause rather than mere leisure.

Raffia’s association with resort wear dates back decades. Its tactile surface and natural color palette complement linen and lightweight cotton, reinforcing a sensory impression of heat, sand and sea breezes. Crochet similarly evokes handcrafted aesthetics that have seen renewed interest across luxury and contemporary brands; the material’s openwork feels both breathable and decorative, allowing garments and accessories to read like statement pieces rather than mere functional items.

The inclusion of jelly accessories serves a dual purpose. Functionally, PVC-like jelly totes are water-friendly and resilient, suited to poolside or beach use. Stylistically, their sheen and translucency provide a contemporary twist to otherwise classic silhouettes—an injection of modernity into traditional resort forms. When set against the vintage glamour of GoldenEye, the contrast between rustic woven textures and glossy jelly creates visual tension that reads well in campaign imagery and editorial spreads.

Design decisions reflect an understanding of summer-buying behavior. Consumers purchase tactile novelty pieces for vacation—items that hold memory value—while relying on signature, enduring items for everyday use. Tory Burch uses its staple Miller sandal alongside new material explorations to appeal to both purposes.

Standout pieces and what they promise

The most visible items in Splash function as anchors for outfit building. They each carry clear use-cases and price points, so buyers can locate the collection along both aspirational and practical lines.

• Romy bucket bag (raffia): Buckets remain popular because they balance capacity with compact shape. Raffia construction gives the Romy a marketable handmade appeal without losing the silhouette’s structured comfort. Bucket bags work as multi-purpose carryalls: beach days, weekend markets or pairing with a linen dress for evening cocktails.
• Crochet Charlie shoulder bag: Crochet shoulder bags read as elevated boho—lightweight, supple and textural. The Charlie shoulder bag in crochet offers a softer, more tactile alternative to leather, priced at $695 per the collection notes, making it a premium, season-specific accessory that customers will treat as a keepsake.
• Miller sandals: The Miller sandal is a long-standing icon for Tory Burch. Its presence anchors the capsule in the brand’s heritage. Options in this drop include jelly heeled versions starting at $175—an accessible price point for an entry-level luxury sandal and a logical pairing with the collection’s playful aesthetic.
• Cotton tanks with silk flowers: Garments that pair simple structure with decorative accents provide easy outfit solutions. A cotton tank pinned with silk flowers translates low-effort dressing into something celebratory; these items often sell as vacation staples because they compress easily into luggage but uplift basic looks.
• Ella tote in translucent jelly (Splash Jelly Drop): Scheduled for a May 19 Jelly Drop, the Ella tote in translucent jelly functions as the collection’s novelty hero. Transparent totes have practical merit—contents are visible and easy to locate—and they carry strong photo appeal on social platforms. A strategic limited release creates urgency and positions the tote as a collectible.
• Ready-to-wear pieces: Select ready-to-wear items reach up to $1,695. At this level, the pieces likely include more developed tailoring, premium fabrics or artisanal details that justify the higher price point. The range allows buyers to pick entry-level accessories or invest in a signature ready-to-wear statement.

Each highlighted piece fits specific occasions. Bucket bags and crochet shoulders attend to everyday and resort life. Jelly totes and novelty sandals serve as mood pieces for holidays or trend-driven looks. Ready-to-wear provides a bridge into seasonal investment items.

Craft and materials: raffia, crochet and jelly explained

Materials determine both the aesthetic and the lifecycle of a product. Tory Burch’s Splash leans on three textures: natural woven raffia, handworked crochet, and synthetic jelly.

• Raffia: Derived from the leaves of the raffia palm, the fiber is traditionally processed and woven into accessories. Raffia weaves have been associated with artisanal workshops and regional crafts across Africa and Madagascar. In fashion, raffia remains prized for its rustic resilience and organic visual texture. For consumers, raffia requires some care—avoid prolonged exposure to moisture and store away from heavy pressure to prevent deformation. Because it’s a natural fiber, raffia ages differently than leather, acquiring a lived-in character over time.
• Crochet: Crochet involves looped yarn worked with a hook. When applied to handbags, finishes, or garments, crochet creates breathable, structured surfaces that read handmade. The technique suits seasonal apparel because it introduces pattern and permeability—both functional in warm weather. Crochet’s look often pairs with interior linings or inner bags to protect contents and preserve shape.
• Jelly (translucent PVC/PVC-like materials): Jelly products use thermoplastic materials that are molded into silhouette forms. The appeal of jelly is practical—waterproofing and simple maintenance—as well as aesthetic: glossy translucency and vivid colors. Concerns around PVC include environmental considerations; many brands now explore recyclable or phthalate-free alternatives. Buyers should consult product descriptions for composition and care instructions. Jelly pieces clean easily with mild soap and water but can become brittle over long periods if exposed to extreme heat or UV.
• Silk flower embellishments: Artificial or silk flowers are a decorative flourish that adds dimension to otherwise simple cotton tops. The juxtaposition of silk ornamentation on casual cotton emphasizes a crafted finish and lifts basic silhouettes into seasonal statements.

Understanding these materials helps consumers anticipate use, care and how items will integrate into existing wardrobes. Raffia and crochet require gentler handling; jelly items tolerate more rugged use but ask questions about long-term sustainability and storage.

The campaign: GoldenEye, Anthony Seklaoui, Alex Consani and Sacha Quenby

The choice of GoldenEye in Jamaica as the campaign location anchors the collection in a specific kind of luxury: one that balances cinematic glamour with tropical ease. GoldenEye is indelibly linked to literary and film history, an association that enriches the collection’s narrative of escape. The resort’s verdant backdrops and shoreline vistas create an ideal setting for the tactile contrasts of the capsule—woven textures against crystalline water.

Photographer Anthony Seklaoui shot the campaign, directing a visual story centered on leisurely motion and sunlit textures. Seklaoui’s compositions emphasize both the handcrafted detail of close-ups and the atmospheric quality of wide-angle shots that situate accessories within a destination. Campaign creatives play into the balance between product close-ups—where texture and finish matter—and aspirational lifestyle frames that sell the idea of ownership: buying not just an object, but a feeling.

Models Alex Consani and Sacha Quenby bring contemporary cachet. Consani’s social reach and cross-platform presence resonate with younger shoppers on TikTok and Instagram. Quenby, with editorial and runway credentials, contributes fashion credibility. Their pairing signals a cross-demographic intent: appeal to trend-driven Gen Z buyers without alienating established Tory Burch customers.

The campaign will run across Tory Burch’s Instagram, TikTok and YouTube channels. Visual content optimized for each platform—short, looped videos for TikTok, polished stills and carousel posts on Instagram, and longer-form content for YouTube—ensures that the imagery translates across attention spans and content formats. The campaign’s narrative—sun-drenched, tactile and slightly nostalgic—fits the product mix and supports retail timing that aligns with vacation bookings and late-spring wardrobes.

Retail strategy, distribution and pricing

The Splash capsule will be widely distributed but timed and tiered to generate momentum. The main launch goes live across Tory Burch boutiques and toryburch.com, followed by the Splash Jelly Drop on May 19 that places the Ella translucent tote at Nordstrom as an exclusive timed product. Additional retail partners include Bloomingdale’s, Neiman Marcus, Saks Fifth Avenue, Shopbop and Revolve.

This distribution strategy accomplishes several goals:

• Brand-owned channels lead. Selling first through Tory Burch’s boutiques and ecommerce site preserves full-price integrity and allows the brand to manage inventory and customer experience directly.
• Strategic retail partnerships broaden reach. Department stores and online retailers extend exposure to diverse demographics. Each partner brings distinct customer profiles: Nordstrom’s focus on curated assortment and strong online presence, Bloomingdale’s urban shopper base, Neiman Marcus and Saks’ luxury clientele, and Shopbop and Revolve’s strong appeal among online-focused, trend-sensitive consumers.
• Exclusives create urgency. The Nordstrom-timed Jelly Drop encourages attention and conversion during a concentrated window—an effective tactic for driving foot traffic and online clicks, particularly when paired with social promotion.

Pricing aligns with a tiered-access approach. Jelly heeled sandals start at $175, making them attainable for aspirational buyers seeking a luxury entry point. Crochet Charlie shoulder bags retail around $695—a mid-luxury price that positions them against other high-end accessory offerings. Ready-to-wear pieces reaching $1,695 suggest use of premium materials or artisanal construction and aim at customers willing to invest in season-spanning items.

Retail dynamics also reflect inventory and marketing considerations. Limited drops and exclusive releases reduce markdown risk while amplifying social buzz. The multi-channel rollout allows the brand to test demand across platforms and curated assortments.

Marketing channels and why the mix matters

Tory Burch’s decision to run the Splash campaign across Instagram, TikTok and YouTube reflects how visual storytelling needs different formats to reach diverse audiences.

• Instagram: Still images, product carousels and short Reels cater to shoppers who research products visually and expect high-fidelity photography. Instagram’s shopping integrations support direct links to product pages, making discovery-to-purchase friction minimal.
• TikTok: Short-form videos showcase movement, texture and lifestyle in a format that favors authenticity and trend-driven virality. TikTok’s algorithm surfaces content to users beyond follower networks, enabling rapid awareness spikes if a clip resonates.
• YouTube: Longer-form videos—behind-the-scenes footage, campaign short films or interviews—create brand depth and offer storytelling opportunities that extend beyond product shots. YouTube content can build longer-term attachment and provide context about craftsmanship, inspiration, or travel storytelling.

The social mix meets commercial objectives. Instagram and TikTok deliver immediate visual attraction and conversion, while YouTube builds lasting engagement and brand narrative. Paid media and organic placements across these channels amplify the campaign around the launch and the Jelly Drop cadence.

Real-world examples show how this strategy works. When other brands have staged timed product drops on TikTok that then carried to retail shelves, short-form video propelled search volume and sold-through rates within hours. Tory Burch can leverage its own audience and the pull of its retail partners to create multiple touchpoints: a product seen on Instagram can be demoed on TikTok and linked to a purchase on toryburch.com or an exclusive partner like Nordstrom.

Where Splash sits in Tory Burch’s brand strategy and the wider market

Tory Burch built its reputation on accessible luxury—classic silhouettes with distinctive, often logo-forward details. The brand’s response with Splash follows a familiar pattern: anchor with signature product lines (Miller sandals) while introducing seasonal novelties that keep the assortment fresh.

The capsule supports three strategic imperatives:

• Maintain relevance among younger shoppers: The inclusion of jelly accessories and social-native campaign talent signals an effort to court younger demographics who discover brands via short-form video and influencer culture.
• Protect core customers: Signature items and elevated ready-to-wear provide continuity for long-standing customers who expect quality and heritage from the label.
• Test material and silhouette innovations: The capsule functions as a laboratory for gauging market reaction to materials like crochet and jelly in new shapes. Strong performance may lead to expanded assortments or permanent adoption.

The competitive environment includes brands that balance heritage with trend-driven capsules—labels like Kate Spade and Michael Kors that oscillate between perennial classics and novelty seasonal drops. Tory Burch’s positioning relies on its established brand equity and product recognizability, allowing it to introduce playful materials without undermining the brand’s overall premium perception.

The retail partners chosen extend the brand’s reach into department-store ecosystems and e-commerce boutiques that align with different shopper behaviors. This multi-pronged approach reduces dependence on any single distribution channel and maximizes discovery during summer shopping cycles.

How to style Splash pieces—practical outfit ideas

Each piece in the Splash capsule lends itself to clear styling scenarios. The following examples demonstrate day-to-night versatility and highlight how to integrate the collection into existing wardrobes.

• Beach-to-bar with the Ella jelly tote and jelly heeled sandals: Pack a lightweight linen shirt, a foldable straw hat and sunblock into the translucent Ella tote. Pair with a slip dress or high-waisted bikini and a sarong for an easy transition from beach lounging to sunset cocktails. Jelly sandals add continuity and make cleaning after sandy feet simple.
• Market run with the Romy raffia bucket bag: Wear a cotton midi dress, comfortable flat sandals and minimal gold jewelry. The Romy bucket holds purchases and keeps a casual look polished. Add a denim jacket for sea breezes.
• City day with the crochet Charlie shoulder bag: Pair the Charlie shoulder bag with pleated wide-leg trousers, a fitted tee and loafers for an elevated daytime outfit. The crochet texture softens structured tailoring and reads modern when combined with monochrome separates.
• Casual evening with Miller sandals and silk-adorned cotton tank: Match silk-accented tanks with ankle-length cropped jeans and heeled Miller sandals for relaxed dinners. The silk flowers elevate the simple tank into evening territory without sacrificing comfort.
• Vacation capsule packing: Choose three neutral foundation pieces—linen trousers, a white tee and a lightweight wrap—then add one standout Splash piece like the crochet Charlie or a jelly tote to inject character. Accessories from the capsule function as mood setters, creating distinct looks without bulky luggage.

Practical tips: keep one neutral base (cream, navy, black) and add a single tactile piece to avoid visual clutter. Raffia and crochet benefit from soft storage—avoid squashing them in tightly packed suitcases. Jelly pieces tolerate being flattened but keep them away from heat to avoid warping.

Consumer considerations: care, sizing, resale and sustainability

Buyers today evaluate purchases on multiple grounds beyond immediate aesthetics. The following points outline what to consider before purchasing from Splash.

• Care and longevity: Raffia and crochet require different maintenance than leather or synthetics. Store woven bags upright and away from humid conditions. Spot-clean with gentle solutions and allow to air dry. For jelly pieces, mild soap and warm water are often sufficient. Prolonged exposure to direct sunlight can affect color and flexibility.
• Fit and sizing: Accessories like bucket bags and totes have practical capacities—assess whether the Romy or Ella will accommodate devices and daily essentials. For sandals and shoes, refer to Tory Burch’s sizing guide and read reviews for fit clarity. For garments, verify fabric composition and any lining details to understand drape and potential need for alterations.
• Resale value: Signature items from established brands often retain secondary-market value. Limited releases and iconic silhouettes tend to perform better on resale platforms. A high-quality crochet Charlie shoulder bag or a Miller sandal in timeless colorways may hold value longer than novelty color seasonal variants.
• Sustainability and composition transparency: Consumers should check product pages for material composition and any sustainability statements. Jelly and PVC-like materials face scrutiny for environmental impact; look for clarifications on recyclable content or alternatives such as phthalate-free formulations. Raffia and crochet may involve artisanal labor—brands increasingly disclose supply-chain information and sourcing practices when relevant.
• Ethical production and repair services: Luxury brands sometimes offer repair services or guidance for maintaining unique materials. Confirm return policies, repair programs and warranty details on the brand’s website if longevity is a priority.

These considerations affect the decision beyond immediate visual appeal and determine whether a piece functions as a seasonal novelty or a lasting wardrobe staple.

Market context: why capsules and novelty drops work

Brands stage capsules for multiple commercial reasons: to generate limited-time excitement, control production runs and test demand for new materials. Splash exemplifies how a focused drop can create both editorial content and transactional urgency.

Capsules benefit by:

• Concentrating marketing spend on a small set of SKUs, amplifying perceived value and storytelling coherence.
• Lowering inventory risk compared with full-season collections, permitting nimble adjustments in subsequent campaigns.
• Creating press and social attention through exclusives and drops—particularly effective when paired with influencer-driven content and retail partner exclusives.

The timed Jelly Drop with Nordstrom is an example of using retailer exclusives to expand footprint and drive collaborative promotions. Retail partners often invest in co-marketing when exclusives fit a shopper profile, enhancing visibility for both brand and retailer.

Novelty materials such as jelly and crochet are cyclical. They generate high curiosity and social content potential, which translates to short-term sales lifts and long-tail brand awareness. Capsules that balance novelty with proven staples mitigate risk: new textures pique interest, while signature items secure baseline revenue.

FAQ

Q: When does the Splash capsule launch and when is the Jelly Drop? A: The Splash collection launches on Tuesday (as announced with the campaign). The Splash Jelly Drop featuring the Ella translucent jelly tote is scheduled for May 19. Exact times and stock availability can vary by market and retail partner; check toryburch.com and partner sites like Nordstrom for live updates.

Q: Where can I buy items from the Splash collection? A: The capsule will be available across Tory Burch boutiques and toryburch.com. Retail partners carrying the collection include Nordstrom (with an exclusive Jelly Drop on May 19), Bloomingdale’s, Neiman Marcus, Saks Fifth Avenue, Shopbop and Revolve. Availability may vary by store and region.

Q: What are the price ranges for the Splash collection? A: Per the collection notes, prices begin around $175 for jelly heeled sandals and range up to $695 for crochet Charlie shoulder bags. Certain ready-to-wear pieces can reach up to $1,695. Prices may vary by retailer, colorway and material.

Q: Who stars in the campaign and where was it shot? A: The campaign was photographed by Anthony Seklaoui at GoldenEye in Jamaica. Models Alex Consani and Sacha Quenby appear in the campaign imagery, which will run on Tory Burch’s Instagram, TikTok and YouTube channels.

Q: What materials are used in the collection and how do I care for them? A: Key materials include raffia (woven Romy bucket bags), crochet (Charlie shoulder bags), jelly/translucent PVC-like material (Ella tote and jelly sandals), and cotton with silk flower embellishments for tops. Care recommendations: gently spot-clean raffia and crochet pieces, avoid heavy moisture and store to maintain shape; clean jelly pieces with mild soap and water and avoid prolonged heat; follow care labels on garments for machine or hand-wash guidance.

Q: Are the jelly materials recyclable or environmentally friendly? A: The collection notes do not specify sustainability credentials for jelly materials. PVC-like materials can present environmental concerns depending on formulation. Check individual product pages for composition and any certifications or recycling programs. Consider long-term use and secondhand resale as ways to extend product life.

Q: Will the Jelly Ella tote be widely available after May 19? A: The Ella tote is part of a Jelly Drop timed on May 19 with Nordstrom carrying an exclusive product. After the initial drop, availability may be limited or extended based on demand. Monitor Tory Burch and partner retailer pages for restock information and release details.

Q: How should I style the key pieces—are they practical beyond vacations? A: Yes. Raffia buckets and crochet bags translate to city use when paired with linen trousers or summer dresses. Jelly totes are practical for pool or beach days and can also serve as a statement city bag when paired with casual outfits. Miller sandals function as everyday footwear in warm months and pair with both dresses and tailored trousers.

Q: What should I consider when deciding to buy a stitchwork or woven accessory? A: Assess how you plan to use the item—daily versus seasonal vacation use. For woven pieces, factor in care, shape retention and whether the bag has an inner lining or pouch. Crochet pieces may stretch over time; choose the size and shape that suits typical contents you plan to carry.

Q: Will the collection be available internationally? A: Tory Burch operates international boutiques and ships to many countries via toryburch.com, and many partner retailers also sell internationally. Availability by country and SKU varies. For international shipping, check the brand and retailer policies for delivery timelines, duties and returns.

Q: Are there repair or maintenance services for these materials? A: Tory Burch and many luxury brands offer customer service that can advise on repairs. Certain repairs—particularly for woven or delicate crochet—may be best handled by specialized artisans. For jelly materials, damage repair options are more limited; handle silicone or PVC-like materials with care to maximize lifespan.

Q: How does the collection compare to previous Tory Burch summer capsules? A: Tory Burch often blends signature pieces with seasonal material experiments. Splash continues that pattern by pairing enduring silhouettes like the Miller sandal with trend-forward materials such as jelly and crochet. The GoldenEye campaign and the timed Jelly Drop suggest a sharpened focus on social-era marketing and timed exclusives compared with broader seasonal drops.

Q: If I want to track availability, what’s the best approach? A: Follow Tory Burch’s official social accounts (Instagram, TikTok, YouTube), subscribe to newsletters on toryburch.com, and monitor partner retailers’ online stores. For limited drops, set browser alerts, create wishlists on retailer sites and follow influencers or editors covering the collection for real-time updates.

Q: Do these items run true to size? A: For apparel and footwear, consult Tory Burch’s published size guide and customer reviews where available. Footwear fit can vary by style and material—jelly sandals may have different flex and fit characteristics than leather versions, so consider sizing up or down based on the product description and return policy.

Q: Can I expect discounts on these pieces later? A: Luxury seasonal items may be subject to markdowns at end-of-season sales at certain retailers. However, limited drops and exclusives sometimes maintain price integrity due to constrained supply. If an item is a priority, purchasing at launch reduces the risk of missing it.

Q: How does the brand balance novelty items with sustainable practices? A: The Splash collection emphasizes tactile novelty and seasonal materials. For details on sustainability initiatives tied to specific products—recycled content, responsible sourcing, manufacturing transparency—refer to product pages or Tory Burch’s corporate responsibility statements. Brands increasingly publish sustainability reports when they pursue measurable goals.

Tory Burch’s Splash is a focused summer chapter that combines heritage product lines with textural experiments. The campaign’s destination shoot and carefully timed retail rollouts aim to generate both immediate sales and seasonal brand resonance. For shoppers, the collection offers accessible entry points and collectible novelties; for the brand, Splash functions as both commerce and storytelling, marrying signature comfort with the tactile pleasures of summer.