Say hello to new season Tigerlily! After launching their new and modern branded wordmark, in conjunction with a revolutionised, global brand direction alongside a summer holiday inspired new range, Australia’s favourite label is back and looking better than ever.
Founded on the shores of Sydney in 2000, the label, that once specifically focused on producing premium swimwear, has grown to become so much more. Fast forward to present day, the brand has truly made a splash across the global market, now leading the way in the apparel, swim, accessories worlds, while spreading their message of constant exploration on the side.
With strong emphasis on ethical and sustainable practices, Tigerlily’s latest collection, titled Resort ’20, draws inspiration from the golden era of 1960’s Hawaii. Encompassing eye catching prints, flawless silhouettes and must have vacation accessories, the curation screams brand authenticity from the rooftops, while also celebrating and balancing the refreshed look throughout the entire assortment of summer ready goods. Free flowing dresses, encapsulating swimwear cuts and accessories to top off any outfit? Tick, tick and tick!
So who exactly is the Tigerlily girl? Brand CEO Chris Buchanan says “She is a curious explorer with an adventurous spirit; a dreamer enchanted by discovery who lives for the experience. Each collection we create is aspirational but accessible for women, who embrace curiosity for exploring the new things.”
In other words, "it's you!"
With much excitement, we just had to get in touch with the team to talk more about the new collection and the inspiration behind it. Join our chat with the brand’s Head of Design to dive deeper into the Tigerlily story.
Can you give us a rundown of Tigerlily’s history and what the brand is all about?
Tigerlily was founded in 2000, in Sydney, Australia. Tigerlily has grown to become one of Australia’s most loved premium ready-wear-brands. Known for our iconic design and prints.
Where are you based?
Our HQ is based in Alexandria, Sydney.
The new range has just dropped and it looks incredible! Can you run us through the inspiration behind it?
This range was designed before I joined the team. Resort’20 is inspired by the tropical holiday vibe of 1960s Hawaii. Our new Resort’20 campaign embodies the essence of our customer – a passionate dreamer and experience-seeker with an unapologetic love for life.
Can you run us through the design process? From first putting pen to paper to eventually seeing the product in stores?
We work almost a year in advance, we source inspiration from all things - our environment, holidays, vintage pieces, interiors. My team and I share inspiration and ideas and then design from there.
Where was the campaign shot?
Our Resort’20 campaign was shot in the beautiful Ewingsdale - Byron Bay.