Why Tory Burch Should Get Credit For Inventing The Power Flat
4:16 pm, April 29th | by Meredith Lepore
The phrase “power flat” only came into the lexicon last November when Wall Street Journal writer Christina Brinkley wrote: “Long stuck in the purgatory of casual wear, flats are suddenly being promoted for polished occasions. Flats sleek enough to be dress shoes were paired with tailored suits and even with eveningwear on the spring runways from Marc Jacobs to Giorgio Armani.” But I think the person we really need to give credit too, though she already gets a ton, is Tory Burch. The designer’s shoes, as well as her clothing and bags, have become staples in the working woman’s wardrobe.
It was back in 2006 that Tory’s Reva Flats, named for her mother, came into the spotlight. They were really just a simple ballet flat, which were starting to get very popular again (as they looked so perfect when paired with skinny jeans), but they had a gold medallion. A power flat has to be edgier and make more of a statement than a heel because, well, it’s missing a few inches.
That gold medallion represented something different. It was so simple, yet we hadn’t seen anything like it and women flocked to it. Tory Burch says it was a 2005 Oprah appearance that really put on her on the map, but I think it was those shoes. With that medallion she branded herself and a new working woman that cared about moving fast and looking good. Those shoes helped build an empire.
The popularity of flats reflects the fact that women are constantly busy, constantly on the move, often running from the boardroom to daycare, and they cannot afford to be slowed down by a stilleto. “We have these lives that are complex and busy,” Brooke Jaffe, fashion director of women’s accessories at Bloomingdale’s told The WSJ. “We walk all day. And there’s an expectation that you’ll look polished.”
Burch should also get credit for inventing the original power flat because her presence as a powerful business woman clearly comes through in her shoes and all her designs. Cosmopolitan Editor Joanna Coles has said of Tory, “People love her. They want to be her. And she’s really nice. Tory is not a monstrous, crazy fashion b*tch. She is an incredibly liked, well-respected woman.” She added, “This is a woman that men fight over. It all adds to the mystique of Tory Burch. Her clothes exude that.” To convey all that in a shoe is tough but she managed to do it.
The Reva flat is built for the modern working woman. It is made with a flexible rubber sole that provides cushioning and support for your feet. And if you walk a ton, like many of us do, these will get you where you need to go. Avery Jessup of 30 Rock may have said “Flats are for quitters” but they are also for smart women. When you wearing a Tory Burch flat it is like wearing the Seabiscuit of shoes. It represents brand power and ambitious women everywhere.