Tanner Richie and Fletcher Kasell, the dynamic duo behind the label Tanner Fletcher, found themselves at a creative crossroads when planning their Spring 2025 collection. They envisioned enlisting the talents of artist Jeanette Getrost to transform one of their signature white gowns into something entirely new. “We really like her work, so we didn’t give much direction,” said Richie. The challenge resonated with the designers, prompting them to name the collection “The Artist’s Dilemma.” The title aptly reflects their personal journey as well. “It’s our own personal dilemma, in a way,” Kassel shared. Richie added, “We have so many ideas and now we touch so many categories that sometimes we have to pick and choose what we can do.”
Since launching their label nearly five years ago with a line of tote bags and tees, Tanner Fletcher has blossomed into a multi-faceted fashion house, encompassing lifestyle, bridal, menswear, womenswear, and everything in between. This rapid expansion, while exhilarating, has presented its own set of challenges. However, Kasell and Ritchie, despite the usual growing pains, have managed to maintain a steady course. “We’ve upped the quality quite a bit now,” Kasell mentioned. This commitment to quality has been fueled by the growth of their wholesale and direct-to-consumer business, which has allowed them to partner with more sophisticated production facilities. The impact of this change is most evident in the womenswear collection. This season, the line seems to have hit the perfect balance between customer and retailer demands and the designers’ creative vision. A prime example is a prim corseted dress with a full circle skirt meticulously gathered at the hip, alongside a striking yellow checkered jacket adorned with sheer sequins. “The main improvements of the season come in the women’s,” Kasell noted. “We’ve had a substantial offer in menswear for a while, so it was a little unbalanced until now.”
The scaling of their business has also given Kasell and Richie the freedom to experiment more boldly. They’ve fearlessly combined white lace with PVC to craft a stunning trench coat, introduced playful bloomers—a trend that surprisingly works well for them, and reinvented their signature silhouettes in swishy nylon, black and gingham, lending a fresh feel to their designs. These daring creations are both whimsical and impactful, showcasing the designers’ willingness to push boundaries. It’s this kind of innovative thinking that will keep Tanner Fletcher’s world captivating as they continue to build their unique brand identity.
The Spring 2025 presentation was staged as a series of vignettes, capturing the essence of their design philosophy. Models meticulously polished silver, sharpened pencils, spun wool, engaged in exercise, and, in the case of influencer and model Dylan Mulvaney, posed statuesquely. Her dress, adorned with a cascade of little black bows by the show’s end, served as a subtle nod to the Tanner Fletcher signature. It’s a poignant reminder that sometimes, the best way to navigate a creative dilemma is to return to the fundamentals.
