In 1903, over a 100 years ago,
Tiger of Sweden was established. Since inception, the brand has grown from
strength to strength and has shown remarkable resilience in an industry that
can be fickle and unforgiving. This year saw a milestone being achieved when
the brand opened its flagship stores in London’s Piccadily and Canary Wharf in
September 2013. To celebrate, a short and quirky fashion film was created to
further showcase the reason why the brand has reached such incredibly heights of
success in its history.
Directed by Tabitha Denholm,
styled by Fashion Director Luke Day, and produced by the award-winning media
agency Partizan, “A Different Cut” puts a different spin on Tiger of Sweden’s
tailoring-focused mantra. The cast comprises of Jackson Boxer, a restaurateur;
Scarlett Carlos Clarke, a creator of amazing things; Harriet Verney, a fashionista; Phoebe
Collings-James, an artist; Teo Van Den Broeke, an editor; Ellie Grace Cummings,
a stylist; and Rafferty Law, a rebel; who all showcase the latest Tiger of
Sweden collection in their own interpretations of the brand.
If just watching the clothes in
the film is not enough for you, then you can head on down to the newly opened
flagship store on the Upper Level at the V&A Waterfront. Due to the brand’s
fashion calendar arranged to European seasons, you’ll find in store right now
the Autumn/Winter 2014 collection. Another reason why your shopping experience
would be elevated, you’ll be buying next year’s fashions, first.
Be sure to follow Tiger of
Sweden on Twitter via @TigerOfSwedenSA.
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