by John Russel Jones

Right after the New York trade shows wrapped, we made the trip to the Upper East Side to check out Bugatchi‘s newest collection at its new(ish) showroom (it’s been two years, but with the pandemic, it felt new to us!). The brand is famous for its ability to put together a solid range with colors, silhouettes, and categories that are practically a guaranteed home run. One of its strengths lies in its ability to offer a wide enough selection to allow for lots of merchandising opportunities, so it can look different from store to store.

The brand stirred things up earlier this year when it brought in Commonwealth Utilities founder Anthony Keegan as its Creative Director. He’s done a great job of subtly updating the collection, keeping that great sense of color and breadth of offering, while taking the style quotient up a notch, establishing a more solidly designer viewpoint.

We were particularly taken with an antique print shirt that had a very romantic appeal, but the swimwear collection and terry shirts (one of our favorite trends of the season) were also on point.

Here a few images from the steamy image campaign lensed by photographer Karl Simone that offers a taste of what’s to come from the brand.