TOMS is celebrating a major milestone with the launch of The Joy We Share, a 20th anniversary campaign that honors two decades of iconic footwear, cultural relevance and purpose-driven impact. The campaign reintroduces some of the brand’s most beloved silhouettes through a limited-edition 20th Anniversary Collection, pulling standout prints and designs from the TOMS archives and reimagining them with modern comfort and everyday wearability.
Fronted by entrepreneur, tastemaker and wellness advocate Hannah Bronfman, alongside her husband Brendan Fallis and their two children, The Joy We Share campaign leans into authenticity and real-life connection. Shot in sun-drenched Malibu, California, the visuals capture the family at play on the beach, styled head-to-toe in anniversary collection footwear that feels effortless, relaxed, and deeply personal. The imagery reflects how TOMS shows up in everyday moments—easygoing, timeless and rooted in shared experiences.
For Bronfman, the partnership is a natural extension of her values. She notes that the campaign felt deeply personal, highlighting authenticity, connection, and joy as core elements of both her family life and the TOMS brand ethos. The collaboration is further underscored by TOMS’ longstanding commitment to social impact, having used its global platform for two decades to drive meaningful change around the world.
Designed as a homage to where the brand began, the 20th Anniversary Collection blends nostalgia with modern design. Archival prints return on updated silhouettes, while original styles are enhanced with upgraded comfort features to meet the needs of today’s consumer. The result is a versatile lineup that feels both familiar and fresh, appealing to longtime fans of the brand as well as a new generation discovering TOMS for the first time.
The collection includes standout styles such as the Carolina Mary Jane Espadrille in Natural Yarn Dye, a modern boho-inspired silhouette with canvas and rope-wrapped details, and the Women’s Alpargata Plus in Leopard Spot, reviving a bold archival print on the brand’s most comfortable slip-on. The Women’s Alpargata Classic in Bloom Pink brings back the shoe that started it all, while the Carolina Lace-Up Espadrille updates a fan favorite with playful laces and throwback leopard print. Heritage-inspired designs continue with the Palmera Plus Espadrille in Niagara Mist Chambray Dot and the Alpargata Ballet Flat finished with archival pink polka dots.
Men’s styles are also part of the celebration, including the Alpargata Classic in Navy Nautical Stripes, which brings a nostalgic maritime feel to an everyday essential. For families, toddler styles such as the Alpargata Rope 2.0 Toddler Espadrille in Navy Stripes and the Toddler Alpargata in Bloom Chambray Dot with Bow highlight easy on-off wear and sweet mommy-and-me styling moments.
Beyond fashion, the campaign reinforces TOMS’ larger mission. Over the past 20 years, the brand has positively impacted more than 106 million lives worldwide, with a focus on education, health and overall well-being for children and communities. According to the brand’s leadership, reaching the 20-year mark is a reminder of what’s possible when purpose leads, and The Joy We Share represents an ongoing commitment to creating better tomorrows through everyday choices.
By Kinya Claiborne, STYLE & SOCIETY
