Chris Burch Explains How C.Wonder is Different Than Tory Burch: 'We're More About Happy, Fun, Whimsical'

Ever since Tory and Chris Burch split--and Chris decided to start a new brand with a similar concept, C. Wonder--their awkward working relationship has played out before the media's eyes. So, it's no surprise that when Chris made an appearance on CBS This Morning, hosts Gayle King and Erica Hill couldn't help but ask Burch some touchy questions about the two brands' similarities. Gayle, never one to beat around the bush, jumped right into it, asking: "Listen you know people could say when they look at the C. Wonder brand--looks like he's ripping off Tory Burch...And to that you say?" While Chris expertly sidestepped the question, Gayle was having none of it. The TV host tried again, saying,"But, do you think that the two brands look similar because when I first looked at your line I did think it was Tory’s brand. Do you think they look similar?"
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Hayley Phelan
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Ever since Tory and Chris Burch split--and Chris decided to start a new brand with a similar concept, C. Wonder--their awkward working relationship has played out before the media's eyes. So, it's no surprise that when Chris made an appearance on CBS This Morning, hosts Gayle King and Erica Hill couldn't help but ask Burch some touchy questions about the two brands' similarities. Gayle, never one to beat around the bush, jumped right into it, asking: "Listen you know people could say when they look at the C. Wonder brand--looks like he's ripping off Tory Burch...And to that you say?" While Chris expertly sidestepped the question, Gayle was having none of it. The TV host tried again, saying,"But, do you think that the two brands look similar because when I first looked at your line I did think it was Tory’s brand. Do you think they look similar?"
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Ever since Tory and Chris Burch split--and Chris decided to start a new brand with a similar concept, C. Wonder--their awkward working relationship has played out before the media's eyes. So, it's no surprise that when Chris made an appearance on CBS This Morning, hosts Gayle King and Erica Hill couldn't help but ask Burch some touchy questions about the two brands' similarities.

Gayle, never one to beat around the bush, jumped right into it, asking: "Listen you know people could say when they look at the C. Wonder brand--looks like he's ripping off Tory Burch...And to that you say?" While Chris expertly sidestepped the question, Gayle was having none of it. The TV host tried again, saying,"But, do you think that the two brands look similar because when I first looked at your line I did think it was Tory’s brand. Do you think they look similar?"

"It certainly doesn’t look like Tory’s brand," a nonplussed Chris responded. "It’s the association of the name that gives some people that indication."

But then! Chris goes on to say, "I think the aesthetic is the same." Hmm...

Burch continued:

I think Tory's amazing. She grew up outside of Philadelphia, as I did. It's a very classic area. But Tory has a much more stylized point of view, and we're [C. Wonder] more about happy, fun whimsical... it's just kick and fun with us. We give balloons and candy away in the store... The vision of our store is, yes we're a luxury store, and yes our prices are amazing, but more important is that we have a lot of whimsy, and Tory is very serious, serious fashion.

As for what it's like working with his ex-wife at Tory Burch, Chris had this to say:

"This is really interesting, because look, there's conflict in any relationship. There's conflict in anything. I think Tory and I, both of our number one priority is, "How do our stores look? What's the perception of what the customer's getting?" My expertise is very wide. I understand sourcing at a very deep level. I spend a lot of time in the factories. I understand a lot about how to brand. I understand the financials. I understand everything. Tory's probably the best in design and imaging. So these board meetings are like how any good board meeting in any business should be — we're challenging each other, asking how we can make the business better, and what we should do going forward."

Watch the full video below.