Despite predictions of Instagram’s inevitable decline, fashion still lives on. Sparkly, skimpy, neon clothes are trendy precisely because they fit on the grid. And anecdotally at least, big brands only want to bet on sure things, coins that an influencer can push on her feed.

Tommy Ton and Andrea Tsao of Deveaux do it in the opposite direction. Their new collection for fall is as unplugged as it comes, with pioneering women’s shapes, simple fabrications (cotton, in particular), and solid colors in a palette of neutral and deep jewel tones. “It’s a reaction to everything that’s going on — the metaverse, the Y2K culture,” Ton said. “We don’t want to hunt young people anymore.”

To be fair, Deveaux has never been on the latest IT trend. Ton is renowned for being a Philo-head, and his taste leans towards grown-up, understated and minimal. The brand’s adult customers will be drawn to a cotton prairie dress that Ton and Tsao accented with pleats at the waist and shoulders. A cotton tuxedo shirt with similar pleated details and exaggerated volumes looked stylish with cropped pants. They used pleated poly for a strappy dress and a camisole and midi skirt set; it looked like it could have been tulle from afar, but it’s a sturdier thing.

Preciousness does not interest them much either. They do not hesitate to favor practicality and everyday style. A particularly clever way to go about it: by designing a “suit” from a pull-on jacket (more like a tunic, in fact, with a low-cut neckline) and flared pants. shminstagramInstagram; he would cut a fine figure on the ugly streets of Manhattan.