Designer Focus

Tibi

Creative director Amy Smilovic reinvented her Tibi brand successfully the last few years, making the label synonymous with modernity and femininity.

EXPLORE COLLECTION

New Season Collection

The latest and most exciting pieces from Tibi's collection via our boutique partners.

About the designer

Self-made designer Amy Smilovic launched Tibi in 1997 in Hong Kong after a serious need for casual business attire that was missing from the scène. The name of the brand originated from the last name of her first business partner, after which she moved along to team up with her husband, Frank Smilovic.

When the label moved to the United States, it immediately caught the eye of buyers from major boutiques, catapulting Smilovic’s creations straight to success. In 2005 Tibi showed her collection for the first time during Fashion Week in New York. A few years later the label’s revenues spiralled down which called for a rethinking of the positioning and aesthetic of the creations. Creative director Amy desired to throw off the current connotations of the brand and reinvent the state of mind of the designs.

Moving away from prints, the new approach of Tibi revolves around four key words: clean, modern, relaxed and feminine. To ensure visibility and the right associations, Amy teamed up with fashion bloggers such as Swedish Elin Kling to style the collections and give the brand the allure it was craving.

Collection spring/summer 2018

Tibi’s Amy Smilovic conjured up an Eighties vibe with her SS18 show, showcasing grey tailored check suits with a twist, by styling Bermuda shorts and miniskirts with oversized blazer jackets. The tailored silhouettes were accented with PVC belts and corsets, adding to the Eighties feel. Vivid colours in orange, mustard yellow, lilac and green brightened the navy, grey and white hues. The tank tops, silk bomber jackets and tracksuit trousers exemplified a contemporary version of the Eighties fitness vibe. The flowing dresses with romantic ruffle collars and hems lent a feminine aesthetic resulting in easy-to-wear silhouettes.