Aussie fashion label Tigerlily set to get a new look in 2020
Australian label Tigerlily — synonymous with free-spirited clothing — is set to undergo a dramatic rebrand in 2020 at the hands of former Zimmermann womenswear designer Lesleigh Jermanus.
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With a new logo, new head designer, unique luxury fabrics and sophisticated styles, Tigerlily will be unrecognisable in 2020.
The brand synonymous with free-spirited clothing is getting an overhaul in 2020 at the hands of former Zimmermann womenswear designer Lesleigh Jermanus.
“I had grown up with the brand and I feel like it went down a few different roads and
took on a few different directions and the new CEO has championed a new direction and I felt really inspired by that,” Jermanus told Sunday Confidential.
“We went back to the spirit of the brand. The shapes have become more conceptual. We have moved away from all synthetic fabrics. It is all about using as many natural fabrics as possible. We will use silks, linens and sustainably sourced viscose and cotton.
“We ask is it sustainable? What is its impact on the environment?”
Tigerlily embodied the boho vibe when it was founded by Jodhi Meares in 2000. She sold it to Billabong in 2007 and they in turn sold to Crescent Capital Partners in 2017.
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While Jermanus would not weigh in on where Tigerlily went wrong, she did say the challenges of the current retail market have prompted a lot of brands to go down a cheaper, fast-fashion road.
“I think retail in Australia and around the world has been tough and as a result, some brands go into a period where they go down a cheaper road,” she said.
“We want to elevate and create a more premium product which is more aligned with our values and our morals and belief systems as a brand.
“Consumers don’t want cheap thrills anymore. We want something they will be proud of and wear many times.”
While Tigerlily was once synonymous with younger women, Jermanus believes her new range will lure a more discerning demographic.
“We didn’t talk about age when we approached the new look, but we did talk about it being a less hippy, young product and more of a global product,” she said.
“The product is becoming more sophisticated because of the fabrics we are using and because of the silhouettes.
“It will be a new way forward.”