For SS26, Creative Director Taylor Burtlake talks about approaching design with intention, clarity, and a deeper sense of usefulness. In a cultural moment defined by excess and noise, Taylor touches on how the team started this collection with a simple question: What actually earns its place in a wardrobe today? We sat down with Taylor to talk about utility, restraint, and what it means to design with purpose.
What was the first thought you had when starting SS26?
I think there’s a collective fatigue right now — with excess, with over-design, with the pressure to constantly add “newness.” I kept returning to one question: What genuinely earns its place in a wardrobe today?
It can be aspirational, but more importantly it has to be practical. What do people reach for when they want to feel good and elevated — like themselves?
We designed from a place of subtraction. Remove the unnecessary. Protect the integrity of the garment — fabric, cut, proportion. What remains has to be strong enough to stand on its own.
You talk a lot about utility. What does that mean to you?
Utility, to me, isn’t about visible details — like pockets or zippers. It’s about reliability. Fabrics that hold their shape. Cuts that don’t need adjusting. Pieces that layer without effort. That kind of ease isn’t just functional — it builds confidence. When something works without demanding your attention, it frees you to focus on your day. That feels like luxury.
Was simplicity the goal — or did it happen naturally?
A bit of both. There’s no point in designing noise when the visual landscape already feels loud. Simplicity here isn’t minimalism for trends — it’s discipline. It’s about clarity in proportion, materiality, and purpose over decoration. Simplicity done well demands precision and nuance.
The palette feels very grounded this season. Can you talk about that?
The design team really worked with a base of core neutrals and soft shades that feel easy to wear, alongside some beautiful accent colours. One standout colour, to me, is Baltic Sea — a brightening tone that really works on any skintone. It’s reflective of what WGSN is forecasting as an important upcoming colour, and it feels fresh, modern, and quietly powerful within the collection.
Who do you imagine wearing SS26?
I mean, they can be whoever they want to be! But if I had to imagine someone drawn to PL, they’re discerning. They value quality over volume. They don’t need clothing to signal status — they want it to align with their life. They understand that restraint can communicate more than excess ever could — and they’re comfortable in that.
If SS26 had one key idea — what would it be?
Design as discipline. Pieces that hold their structure — and hold you — requiring minimal effort. Clothes that quietly support the wearer, allowing them to move through their day with confidence and ease.