The fashion world is abuzz with Tomorrow’s latest move, but here’s where it gets even more exciting: the brand development powerhouse has just inked a deal with Japanese designer Soshi Otsuki, the visionary behind the eponymous label Soshiotsuki and the 2025 LVMH Prize winner. Starting with the Fall/Winter 2025 season, Tomorrow will take the reins of Soshiotsuki’s wholesale operations, propelling the brand onto the global stage. But this isn’t just another partnership—it’s a bold statement about Tomorrow’s evolving strategy and its commitment to nurturing exceptional talent. And this is the part most people miss: Tomorrow’s recent deals, including this one, mark a significant shift in focus, reflecting the company’s adaptability in a rapidly changing industry.
This partnership is the third in a string of high-profile announcements from Tomorrow. Just last week, the company signed a distribution deal with Roberto Cavalli, another iconic name in fashion, to oversee its wholesale operations. And earlier in October, Tomorrow partnered with Temily, a New York-based womenswear brand celebrated for its artisanal, small-batch eveningwear. These moves underscore Tomorrow’s ambition to expand its global footprint while supporting brands that resonate with today’s discerning consumers.
But let’s take a step back—Tomorrow’s journey hasn’t been linear. Over the past few years, the company has navigated significant changes. In 2022, it relocated its headquarters from London to Milan, a move driven by post-Brexit logistics challenges. This shift also marked a pivot away from its previous focus on British talent. In 2024, Tomorrow sold A-Cold-Wall and London-based concept store Machine-A, both of which it had acquired majority stakes in earlier. These decisions reflect a strategic realignment, with Tomorrow now prioritizing partnerships and services over equity ownership.
Currently, Tomorrow’s portfolio includes collaborations with some of fashion’s most exciting names. Alongside Soshiotsuki, Temily, and Roberto Cavalli, the company works with designers like 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. But here’s where it gets controversial: as Tomorrow shifts its focus to less ‘directional’ or trend-driven brands, it’s betting on a change in taste among Gen Zs and millennials. Is this a smart move, or are they missing out on the next big trend? Let’s discuss in the comments.
Tomorrow’s CEO, Stefano Martinetto, has a rich history in the industry. Starting his career at his family’s agency A-L-E-X, he later worked with renowned designers like Walter Van Beirendonck, Raf Simons, and Helmut Lang. In 2011, he merged his efforts with Jens Grede’s Saturday Group to form Tomorrow London, initially focusing on British talent and occasionwear. By 2016, the company had shifted its attention to contemporary labels, partnering with brands like Nanushka, Ambush, Marni, and A-Cold-Wall. From 2018 to 2020, Tomorrow invested in independent designers such as Coperni, Martine Rose, and Charles Jeffrey. However, Martinetto now emphasizes that the company is no longer looking to acquire stakes in brands, instead focusing on distribution, advisory support, and helping invested brands achieve independence.
Boldly put, Tomorrow is redefining what it means to be a fashion conglomerate. Martinetto explains that today’s prioritized brands are less about following trends and more about offering something unique yet accessible. ‘The younger generation has an evolved fashion taste,’ he says. ‘They buy into something less directional, but still not boring.’ Temily, for example, is praised for its craftsmanship and taste, while Roberto Cavalli’s maximalist, feminine aesthetic resonates strongly with Gen Zs on resale sites. Soshiotsuki, meanwhile, represents a new chapter in menswear, blending tradition with innovation. ‘Tailoring is not just technique—it’s storytelling,’ Martinetto notes, highlighting Otsuki’s ability to honor heritage while pushing boundaries.
For Otsuki, the partnership with Tomorrow is a stepping stone to scaling his business sustainably. ‘I would like to grow the sales to a level that allows us to present two shows a year on our own,’ he shares. His decision to partner with Tomorrow was influenced by the company’s luxurious showroom and Martinetto’s passion. But here’s the question: as Tomorrow supports brands like Soshiotsuki in their quest for independence, will this model become the new standard in fashion? Or is it a risky bet in an unpredictable industry? Share your thoughts below—we’d love to hear your take on Tomorrow’s bold new direction.
