‘Town and Country,’ ‘Old Money’ Style Is Taking Over for Resort

A strain of Anglomania dubbed “Town and Country” for its mix of Savile Row tailoring, utilitywear and bucolic motifs is hitting a fever pitch for resort.

Given the name by Silvia Venturini Fendi after her fall 2024 men’s show, other non-Brits have taken a liking to it more recently. They include Tory Burch, Gucci‘s Sabato De Sarno and Nadège Vanhee-Cybulski who brought Hermès‘ equestrian fare to New York City last week days after Maria Grazia Chiuiri’s tartan-filled lineup for Dior stormed Drummond Castle in Scotland.

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Inspired by the wardrobes of the off-duty upper class, “town and country” falls underneath the quiet luxury umbrella, which has turned dressing like an old person with money cool. Unlike the anonymous “coastal granny,” however, there’s a specific elder to emulate: think Queen Elizabeth II mucking it up at the Badminton Horse Trials.

“‘Town and country’ is about dressing in a way that celebrates the great outdoors,” said Libby Page, market director for U.K.-based e-commerce platform Net-a-porter. “It’s just as much about the environment as it is about the clothes themselves.”

Dior Cruise 2025 Collection
A look from the Dior resort 2025 collection.

Fair Isle knits, jodhpurs, gilets, check blazers and smock dresses in an earthy neutral palette and rugged fabrics are all tentpoles of “town and country,” though no item has become more emblematic of the trend than the barn jacket.

According to data from Trendalytics, searches for the rugged patch-pocket style doubled after Prada hinged its spring 2024 show around it. In April, searches were up 223 percent compared to the same time last year. A version by The Row recently sold out on Net-a-porter in one week.

The "Frank" Jacket by The Row.
The “Frank” Jacket by The Row.

Outerwear heavy, demand for “town and country” typically peaks in November when the resort season delivers and temperatures drop. Consumers may be seeking it out earlier for trans-seasonal layering, a draw for new purchases in a slow economy and something the English are well adept at. In the U.K., “you need a 24-hour jacket as the weather, particularly in spring, is so temperamental,” said Page.

She’ll be pairing hers with jeans and loafers from Bally. One could just as well put a summertime twist on stately tweeds with Ganni’s Chelsea collar blouse or micro florals, like those in Doen’s new Gap collaboration. For a punk take, a miniature kilt and Wellies is a failsafe combo.

To keep the look authentic, homegrown labels like Barbour and Me+Em (a favorite of Kate Middleton) are a must, as is having the right accessories: heritage-print scarves will keep hair tidy on blustery days, while a canvas gardener’s tote would make an ideal work companion, even for city dwellers.

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