Tiger of Sweden is a brand that is building great traction in the UK as a modern Scandi-Cool offer. The brand’s design philosophy is “A Different Cut” and, while still building brand awareness with the UK consumer, has grown into a global business turning over more than 125 million euros this year under the leadership of CEO David Thunmarker.
The design team have taken inspiration for the AW16 collection from the northern forest region of Dalarna in Sweden. It’s a region steeped in age-old folklore and Swedish craft tradition. The silhouette echoes a recurring theme of slim cut tailoring but with a wider legged trouser cut. Three-button suit jackets teamed with tunic shirts, and over-sized, drop-shoulder topcoats styled with longer leg shorts and cropped fluffy knits.
The colour palette was rather dark and moody and perhaps reflects the harsh northern Swedish Winter, but a smattering of dusky pink tailored suits brought a contemporary element to the colour story. A wolf-fur print has been created for the collection by Swedish artist Jakob Krajcik, inspired by embroideries of the local Dalarna people.
Teddy bear bomber jackets and boiled wool biker jackets bring a more modern but yet comfortable edge to the collection with a shearling aviator jacket completing the outerwear offering.
Live music featured at a number of shows this season and for Tiger of Sweden, it was a stunning two number set from “The Weeping Willows” – a Swedish group whom Tiger of Sweden have been dressing for many years. Along with the full sized video wall backdrop, it created an incredibly atmospheric show that worked really well for this collection.