Tory Burch turned NYC into an “Animal House”
With the launch of Tory Burch’s Animal House activation this week, the cat’s out of the bag—and on it, too. The untamed concept manifested as a limited-edition capsule that pays tribute to fabulous felines (and their equally fabulous owners) with a fierce array of ready-to-wear and accessories featuring photographer Walter Schels’ captivating Cat portrait. Fronted by Euphoria actress Maude Apatow and her darling cat Dolly, Animal House serves up feline fashion on tees, caps, sandals, classic T Monogram bags, and other paws-itively irresistible pieces.
On the off chance that you’ve been under a rock and haven’t spotted Apatow’s viral Bodega photo session that would put any New Yorker to shame—fret not, the TB Animal House has also welcomed your favorite internet it-girls into its ferocious pack. A quick scroll on Instagram, and you’re likely to spy the cat-lover-approved styles on the likes of Maria Georgas, Alina Timo, Dev Apollon, and Meredith Duxbury.
To celebrate the collection’s launch, the brand’s Mercer St. flagship was transformed into an Animal House, opening its doors to NYC’s fashion (and animal) community for an exclusive soirée hosted by Founder and Designer Tory Burch. Attendees noshed on strawberry croquembouche and Maayan Zilberman’s Instagram-worthy candy rings. If that wasn’t enough to make the August 14 event the cat’s meow, there were also one-of-a-kind mementos. Illustrator Joana Avillez doodled purr-fect pet postcards in the store, while balloon artist Robert Moy filled the garden with “Animal House” inspired balloon creations. Still, the ultimate keepsake was snapping up a coveted Cat-adorned piece from the new collection—and all for a good cause, with 20% of the night’s proceeds going to the Animal Haven non-profit.
Those looking to get their paws on the limited-edition capsule are being treated to quite the experience as Tory Burch turns NYC into an Animal House. It all starts at 186 Prince St.—the corner store featured in the collection’s campaign. From August 16 through August 18, Schels’ bright-eyed kitty is taking over the Soho News exterior via blown-up images that invite stares and smiles from every side of the street. Passersby can use an ATM outside the store (very on-theme for a bodega) to collect a free Cat-scratch off lottery ticket and have the chance to win a prize.
Claiming one’s winnings means finding your way to the Tory Burch boutique on Mercer St.—and luckily, the iconic brand leaves plenty of hints along the way. From free iced coffee for every participant to potentially scoring a T Monogram bucket bag and a $1500 shopping spree, there’s good reason to follow the chalk paw prints on the sidewalk to 151 Mercer St. Should you lose your way through the concrete jungle, digital advertising trucks and wheatpaste poster displays around Soho will help lead the way to the pet lover’s paradise. Besides sipping the complimentary java from a classic NYC coffee cart, visitors can also snack on cat cake pops while they browse the new collection.
The “cat-ivating” capsule and the Animal House pop-up will be on display at the Mercer St. flagship now through September 11th. For more details on the Tory Burch Animal House activation, click here!
