Tigerlily Returned to Australian Fashion Week After 17 Years, Here's Why
(Image above: Tigerlily Runway 2001)
Tigerlily returned to Australian Fashion Week this year for the first time in 17 years. One of our longest-standing labels, Tigerlily has traditionally been a brand synonymous with the long, hot Australian summer. But while the sea, surf and sun remain a crucial part of the labels DNA, Tigerlily presented an expanded range at MBFWA.
"Tigerlily is one of Australia's most admired and respected brands, however, a common misconception is that Tigerlily offers swimwear only," explained CEO, Chris Buchanan, "In fact, 80 per cent of our sales come from apparel, so returning to MBFWA to showcase our Resort collection as a leading fashion brand made sense."
Despite its heritage, the label is more relevant than ever. Tigerlily was one of the first brands to commercialise swimwear made from recycled materials in 2015, and last month made another step in the right direction by launching recycled swimwear lining. "Our commitment to sustainability and being a leader in this space is something we are incredibly proud of," said Chris. "This combined with a clear vision and purpose are mandatory for success in such a competitive market."
To celebrate Tigerlily's return to the runway, we asked the team to give us a glimpse inside the design studio just before Fashion Week. Read on for an exclusive look at their mood boards, sketches and prints, and moments from their model casting.