After a much anticipated wait, Australian designer brand Tigerlily has today unveiled a new look and branding across its stores, website and social media, alongside the launch of its dreamy resort 2020 campaign.
In December, the retailer will open its flagship store at Melbourne Emporium, the first to reflect the brand’s new direction. The store design was inspired by exotic hotels and faraway holidays.
Tigerlily began teasing customers with its relaunch almost two weeks ago when it wiped the contents of its entire Instagram and began slowly posting sneak peek preview videos and imagery.
“Tigerlily feels like it has travelled the world and it is inviting us to come along on holidays”, Tigerlily CEO Chris Buchanan said in a statement. “And, as we expand into new markets and grow with our consumer, comes a refreshed look and perspective for the brand.”
“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.”
The new resort 2020 campaign was inspired by the tropical holiday vibe of 1960s Hawaii and showcases the brand’s vibrant prints and effortless silhouettes.
According to Buchanan, under the brand transformation, Tigerlily’s collections will take on a more sophisticated approach and next year, it will start delivering two collections per season to better serve international customers.
Its ready-to-wear collection will feature more elevated and contemporary designers at high price points, while its Holiday Edit collection will focus on swimwear and over swim.
“I think everyone remembers Tigerlily as a swimwear brand, but for 15 years, we’ve been a clothing brand. There’s no better way to celebrate 20 years of being one of Australia’s most iconic brands than to start a new journey and really create some clarity around who we are and what we do,” Buchanan told Inside Retail.