TOMS Turns 20 by Looking Back—and Sharpening Its Purpose for What’s Next
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By PAGE Editor
Twenty years in, TOMS is doing what enduring brands do best: returning to its roots while recalibrating its relevance. With The Joy We Share, the company’s 20th-anniversary campaign, TOMS reintroduces its most iconic silhouettes through a limited-edition archival collection—reminding consumers that longevity in fashion isn’t about nostalgia alone, but about continuity of values.
Fronted by entrepreneur and cultural tastemaker Hannah Bronfman, alongside her husband Brendan Fallis and their two children, the campaign is intentionally intimate. Shot in Malibu’s sun-washed ease, the visuals feel lived-in rather than styled—an aesthetic choice that mirrors how TOMS wants to be seen today: uncomplicated, wearable, and woven into everyday life.
“This campaign felt incredibly personal to me,” Bronfman said.
“TOMS is about authenticity, connection, and joy, and those are the values that ground my life, especially with my family.”
That alignment matters. In an era when consumers are increasingly skeptical of performative partnerships, The Joy We Share succeeds because it feels less like a campaign and more like a snapshot of real life.
The anniversary collection itself reinforces that ethos. Archival prints—leopard spots, chambray dots, nautical stripes—return on modernized silhouettes, from the Alpargata Classic to espadrilles and ballet flats, now upgraded with enhanced comfort features. It’s a smart move: honoring the shoe that built the brand while acknowledging how consumers’ expectations around comfort and versatility have evolved.
Yet the story of TOMS has always extended beyond product. Founded in Venice Beach in 2006, the brand pioneered a new model of purpose-driven business, embedding social impact into its core identity long before it became industry shorthand. Over the past two decades, TOMS has impacted more than 106 million lives, with a focus on children’s education, health, and well-being worldwide—a scale that few lifestyle brands can credibly claim.
“Hannah’s authentic approach to fashion, entrepreneurship, and family life made her an obvious choice for our 20th anniversary campaign,”
said Amber Tarshis, TOMS’ Chief Brand and Impact Officer.
“We wanted the campaign to feel like real life—capturing a loving family as they are, without polish—and reflecting the joy and connection at the heart of our brand.”
The result is less aspirational fantasy and more emotional familiarity, a tone that resonates with today’s consumer.
Bronfman’s own résumé underscores the point. A founder of Conteur Capital and a vocal advocate for women’s health and racial justice, she represents a generation of leaders for whom business, culture, and impact are inseparable. Her upcoming appearance in Amazon Prime’s The CEO Club, executive produced by Serena Williams, further positions her at the intersection of entrepreneurship and cultural influence—precisely where TOMS has long aimed to operate.
As TOMS marks “20 Years of Better Tomorrows—and Counting,” the campaign functions as both celebration and recalibration. “Reaching our 20-year milestone is a powerful reminder of what’s possible when purpose leads the way,” Tarshis added. In a market crowded with brands chasing trends, TOMS’ message is notably restrained: joy, when shared, compounds.
The Joy We Share campaign and the 20th Anniversary Collection launch February 3, 2026, on TOMS.com and through global retail partners, with out-of-home activations rolling out in Los Angeles and New York this spring. Two decades on, TOMS isn’t just revisiting its past—it’s making a case for why its original idea still matters now.
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