Tomorrow London: Navigating the Fashion Industry
Tomorrow London’s journey has been a fascinating one, shaped by the vision of CEO Stefano Martinetto. Beginning his career at his family’s agency A-L-E-X, Martinetto went on to work with renowned designers like Walter Van Beirendonck, Raf Simons, and Helmut Lang before co-founding Tomorrow London in 2011 through a merger with Skims CEO Jens Grede’s Saturday Group.
Initially focusing on British talent and occasionwear, Tomorrow London collaborated with designers such as Roksanda and Jonathan Saunders. However, by 2016, the company shifted its focus to contemporary labels, establishing partnerships with brands like Nanushka, Ambush, Marni, and A-Cold-Wall (while some of these partnerships have since come to an end).
From 2018 to 2020, Tomorrow London concentrated on capital investment and equity ownership in independent designers such as Coperni, Martine Rose, and Charles Jeffrey. Martinetto emphasizes that the company is currently not seeking to acquire stakes in other brands but is instead dedicated to providing services like distribution and advisory support to help invested brands achieve autonomy.
According to Martinetto, Tomorrow London is now prioritizing brands that are less “directional” or trend-driven, reflecting a shift in the preferences of Gen Zs and millennials. He notes that the younger generation appreciates fashion that is not overly designed but still interesting, avoiding the extremes of quiet luxury and over-the-top styles.
One brand that exemplifies this approach is Temily, which Martinetto praises for its craftsmanship and refined taste. He also highlights the resurgence of maximalism and femininity, citing Roberto Cavalli as an iconic brand with a strong appeal to Gen Zs, particularly on resale platforms.
As Tomorrow London continues to evolve, its focus remains on nurturing independent brands and helping them establish themselves as sustainable, scalable businesses. The company’s commitment to innovation and adaptability positions it as a key player in the ever-changing landscape of the fashion industry.
