The fashion world is abuzz with the latest move from Tomorrow, the brand development powerhouse, as it inks a groundbreaking deal with Japanese designer Soshi Otsuki, the visionary behind the eponymous label Soshiotsuki and the 2025 LVMH Prize winner. But here’s where it gets intriguing: this partnership marks Tomorrow’s third major announcement in rapid succession, signaling a bold new direction for the company. Starting with the Fall/Winter 2025 season, Tomorrow will take the reins of Soshiotsuki’s wholesale operations and spearhead its global expansion, further solidifying its position as a key player in the industry.
This deal comes hot on the heels of two other high-profile collaborations. Just last week, Tomorrow signed a distribution agreement with Roberto Cavalli, another iconic name in fashion, to manage its wholesale operations. And earlier in October, the company partnered with Temily, a New York-based womenswear brand celebrated for its artisanal, small-batch eveningwear, to amplify its global footprint. And this is the part most people miss: these strategic moves are not just about growth—they reflect Tomorrow’s evolving identity and its shift away from British talent following its 2022 headquarters relocation from London to Milan due to post-Brexit logistics challenges.
Tomorrow’s journey has been anything but linear. Over the past few years, the company has undergone significant transformations, including the sale of A-Cold-Wall and London-based concept store Machine-A, both of which were majority-owned by Tomorrow. Today, alongside its new partnerships, Tomorrow collaborates with a diverse roster of designers, including Meryll Rogge, the 2025 Andam Prize winner and newly appointed creative director of Marni; Israeli designer Hed Mayner, who joins Soshiotsuki as Pitti Uomo’s guest designer for January 2026; and Ottolinger, the Berlin-based brand celebrating its 10th anniversary.
Here’s where it gets controversial: Tomorrow’s CEO, Stefano Martinetto, has openly stated that the company is no longer focused on acquiring stakes in brands, instead prioritizing services like distribution and advisory support. This shift reflects a broader change in consumer taste, particularly among Gen Zs and millennials, who are gravitating toward less trend-driven, yet still captivating, designs. Martinetto explains, ‘The younger generation has an evolved fashion taste—they’re drawn to pieces that are less directional but far from boring. It’s not about quiet luxury, but about finding that perfect balance.’
Take Temily, for example, a brand Martinetto admires for its craftsmanship and refined taste. Similarly, Roberto Cavalli represents one of the last iconic legacy brands, with a resurgence in demand among Gen Zs on resale sites, signaling a return to maximalism and femininity. Soshiotsuki, on the other hand, caught Martinetto’s eye with its exceptional menswear collections that blend tradition and innovation. ‘Tailoring is storytelling,’ he notes, ‘and Soshiotsuki is writing a new chapter that honors the past while pushing boundaries.’
For Otsuki, the partnership with Tomorrow is a strategic step toward scaling his business sustainably. ‘I was drawn to Tomorrow’s luxurious atmosphere and Stefano’s passion,’ he shares. ‘My goal is to grow sales to a point where we can independently present two shows a year.’
Thought-provoking question: As Tomorrow continues to pivot away from equity ownership and toward service-based partnerships, is this the future of fashion conglomerates? Or will the industry see a return to traditional investment models? Share your thoughts in the comments below—we’d love to hear your take on this evolving landscape.
