Tonie Ong

Warm Collection

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The bohemian style used to be the antithesis of luxury. Its rebellious approach to clothing was deviant from the haute couture sensibilities the industry was founded on. The look is colorful, easy, free, and casual. If one wanted to dress the exact opposite of what was fashion’s hottest trends at the time, the bohemian style was one of the go-to aesthetics for a lot of young customers. Now, however, the fashion luxury business has embraced the bohemian style. It has since become of the industry’s most lucrative looks and is constantly a point of inspiration for a lot of designers. One such designer is Tracy Feith of Warm.

Warm is one of today’s hottest brands for the cool girl crowd. Their takes on casual, bohemian fashion have been embraced by a legion of today’s younger consumer market. Their pieces are comfortable, easy, yet striking enough to make an impact. Furthermore, the price points aren’t all the high, making the clothes more accessible to a wider consumer pool. Such democratization is what has made the label, which is only a few years old, become one of the talked about brands in fashion today. And with the taste and expertise of designer Tracy Feith, it can only get bigger.

Brand History

Tracy Feith was one of California’s most beloved designers. Celebrities and even former US First Lady Michelle Obama loved and wore his designs. In his label, an employee named Winnie Beattie worked under Feith for about two years before exiting to create her own brand. However, the two remained close and continued contact. In 2010. Feith closed his namesake brand and proceeded to design for other brands, including Tom and a collaboration with Target. By this time, the brand Warm was founded by Beattie, who went on to hire Feith to be the design director of the company because she knows women miss his style and designs.

2015 is the year both designers and the company itself regard as Warm’s launch year. They released their first collection of womenswear during the Spring 2016 season, to rave reviews. The easy-going bohemian style was met with critical acclaim and commercial success, earning nationwide recognition for the brand. Although the label is based in New York City, Feith still lives and designs for company all the way in Los Angeles, California. While their primary focus right now is womenswear, Feith has shared that he wants to expand the brand into menswear and possibly a home line.

The ‘Warm’ Woman

Contrary to what the press has said, Feith regards the ‘Warm’ woman to be different from his own when he was still running his namesake brand. The designer personally sees the ‘Warm’ woman as a much more sophisticated and refined version of what his ideal customer used to be. Although they’re both bohemians who wear easy and flowing pieces, there’s a certain touch of elegance in Warm that might not have been on the ‘Tracy Feith’ girl. This is characterized by the long silhouettes, the strategic placing of embellishments, and the more subdued use of bohemian prints. While this girl may be a bit more mature, it still has the spunk that made Feith a key designer all those years ago.

Press Coverage

Since the brand debuted in 2015, it has gotten a lot of attention from the fashion press. Prominent fashion publications such as Vogue, Women’s Wear Daily, and Elle have all attended their first presentation and continue to cover the new releases of their latest offerings in their platforms. Additionally, online sites like Fashionista.com and PopSugar Style have both featured not only the brand’s collections but the prominent people behind it like Beattie and Feith. With such media attention, it wasn’t long before the brand’s clientele grew tenfold. It is now one of the most talked about new labels in the industry today.

Where to Buy the Brand

Since Warm is still very much a young brand, they’re not yet featured in a lot of the most prominent retailers in the industry. However, when it comes to digital platforms, it’s a different story. Today, a lot of the most well-known online retailers carry pieces of Warm in their websites. The likes of Net-A-Porter, Moda Operandi, and Shopbop. The brand has since become one of the bestselling labels in each of these e-commerce platforms. They’ve also put up their own online store, where they sell some pieces that may not be available in the aforementioned online retailers. The label is also available through wholesale, which was one of their first ventures into retail when they just started out in 2015.

From starting out as a rebellious and deviant style, the bohemian look has since become an important facet of luxury fashion. With brands like Warm, whose brand identity depends on the easy and colorful aesthetic, the gap between the bohemian-loving customers and the luxury goods game is slowly closing in.

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