The fashion brand Tanner Fletcher emphasizes a cohesive design philosophy while catering to a diverse clientele and expanding into the wedding market.
The fashion brand Tanner Fletcher is redefining its collections with a vintage aesthetic that serves as a continuous thread throughout its offerings. The brand’s approach emphasizes continuity, with each collection viewed as a new room in a single cohesive house. Co-designer Richie explained, “It’s like we’ve got one house and each collection is a new room. Every room should flow together, which means our collections should feel not so different from each other, but they do have these different elements.” This philosophy has guided the design process, reinforcing the recurring motifs of frilly fringe, delicate lace, and bountiful bows that Tanner Fletcher is known for.
Despite this continuity, Tanner Fletcher prides itself on catering to a diverse clientele. As co-designer Kasell stated, “We don’t want to cater to one type of person for our brand. A lot of brands will be like, ‘This is our customer, so we make everything look the same because that’s who we attract.’ But we want to attract a wide range of people.” This inclusive strategy is reflected in their product line, which ranges from sophisticated eveningwear to options that appeal to various demographics, including both “older Upper East Side ladies who lunch” and the “queer Bushwick group.”
In a notable development, Tanner Fletcher recently ventured into the wedding wear market. This decision was inspired by a viral moment featuring Puerto Rican rap superstar Bad Bunny, who was photographed in one of their suits for TIME. The response was overwhelming, with customers sending pictures of themselves wearing the “Bad Bunny Bow Suit” at their weddings. Kasell remarked, “Our customers just started buying the Bad Bunny Bow Suit for their weddings and sending us pictures, being like, ‘I wore this at my wedding.’” This surge in demand compelled them to create a dedicated wedding collection, filling a gap they observed in the market where options for men, particularly queer individuals, were limited. Kasell emphasized, “There’s just not a lot of competition in what we’re doing. There’s not really many places for men, in general, to get their wedding looks. There’s nowhere for queer people to shop.”
The political climate, particularly following the election of Donald Trump, has further motivated the designers to amplify their focus on queer-inclusive wedding attire. Richie noted, “You’ll see a more queer take on weddings,” as he spoke about an upcoming bridal runway show scheduled for April. Kasell reinforced this sentiment, declaring, “It just kind of blasts out a very queer message.”
The latest developments from Tanner Fletcher highlight the brand’s commitment both to its artistic vision and to inclusivity, aiming to create a unique niche in the fashion industry that celebrates diversity and ultimately redefines traditions surrounding weddings.
Source: Noah Wire Services
