Australian swimwear and resort brand Tigerlily has become a summer staple for stylish women locally and abroad—known for their paisley-printed bikinis and whimsical beach-side styles. But the brand—helmed by creative director Amelia Mather—is keen to change misconceptions that their designs are only for the ‘boho’ woman.
“We’ve got a renewed focus at Tigerlily, with international expansion as a major focus,” Mather tells BAZAAR. “For this collection we wanted to give resort wear a really elevated feel—building on the brand’s heritage while also pushing it in a more luxe direction.”
To capture the new collection, Mather jetted to Vis, Croatia, with photographer Darren MacDonald, stylist Naomi Smith (BAZAAR‘s fashion director) and megamodel Abby Champion, to shoot the brand’s new campaign.
“Tigerlily girls do love to travel and are drawn to locations that are unexpected and a bit off the beaten track. Vis is the oldest part of Croatia and couldn’t be further from Australia, which has great appeal in the middle of an Aussie winter—which is when we shot. It’s a city that is rich in history but still a little unspoiled, which fit the brief for this campaign.”
Featuring printed tea dresses, paisley-print bikinis and wide-legged trousers, the collection (which begins rolling out online and in-store today), marks a mature new direction for the brand, which first launched in Australia back in 2000.
Mather’s aspirations for the brand, however, are notably global. “We really want to further establish ourselves globally as a coveted swim and holiday brand. A store in Ibiza,
Mykonos and St. Tropez is the dream.”