Tiger of Sweden Press release SS19 TJ
Tiger of Sweden Press release SS19 TJpress release
Tiger of Sweden SS19 Tiger/Jeans
For the Tiger of Sweden/Jeans Spring Summer 2019 collection, we explore the notion of travelling in time, through tapping into the creative energy and joyfully progressive mindset of the Swedish 1970s. Distinguished by a strong belief in the possibility of a just and equal society, this was an era of optimism and genuine care for the world.
The open and unapologetically optimistic attitude of that time allowed us to approach jeans in a new, more playful way. It inspired us to experiment a little without any preconceived ideas of how things would turn out. To just have fun and try out different ideas. Accordingly, we hope that a genuine sense of confident positivity shines through this collection.
We have worked a lot with contrasting elements and patchwork this season. Labelling has been given a high level of attention. We have played around with unconventional washes and colours. The result, we believe, is a collection that is both focused and unexpected.
Built on the idea that garments should function for both leisure and work, this collection adds a touch of effortless elegance to jeans and basics. It is a playful, energetic take on the dressed-yet-relaxed approach to ‘informal formality’ that is a signature for Tiger of Sweden.