Tiger of Sweden’s Spring Collection: A Blend of Modern Style and Swedish Tailoring
Tiger of Sweden’s latest spring collection marks the second design effort by the brand’s internal team since the departure of Bryan Conway. The brand seems to be following the template set by the Burberry alum, with a focus on Swedish creativity. This season, the inspiration comes from modernist architect Carl Nyrén, known for his play with shapes and light. His work influenced the color palette of the collection, which features neutrals complemented by blues and butter yellow, as well as an apple blossom print inspired by the fruit tree at Nyrén’s home.
The collection showcases a harmonious blend of colors and two-toned pieces, such as a coat with an ivory body and rust lining, cuffs, and pocket details. While the backstory behind the collection adds depth, the emphasis remains on the quality of the products themselves, as highlighted in the photography of the collection.
CMO Laura Frisk explains that the team aimed to build upon Tiger of Sweden’s heritage of precision tailoring, known as Swedish tailoring, while incorporating a modern style sensibility. Swedish tailoring, according to Frisk, is characterized by its functional and sharp designs, such as a straight-waisted jacket with a soft shoulder. The brand’s founders played a role in democratizing the suit, making high-quality tailoring accessible to a wider audience.
In terms of womenswear, Tiger of Sweden is still establishing its presence in the category. Standout pieces include a tailored coat dress that can be worn open with a vest and pants, as well as a butter-yellow pantsuit with a nipped waist and pointed hem and lapels. While the collection features some promising designs, such as a fitted black dress with a swish at the hem, there are also pieces that feel less cohesive, like a draped turquoise slip dress. One of the brand’s signature details is the inclusion of two buttonholes on the lapel, a feature that was creatively interpreted in a men’s nappa leather jacket.
Overall, Tiger of Sweden’s spring collection successfully blends modern style with Swedish tailoring traditions. The focus on accessible luxury and high-quality craftsmanship remains at the core of the brand’s ethos, ensuring that both men and women can find versatile pieces that elevate their everyday wardrobe.
