Fashion

Tiger of Sweden launches its new era of fashion with a pop-up gallery in Toronto

Tiger of Sweden campaign
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Tiger of Sweden

Check out the contemporary Swedish tailoring brand’s exhibit on Ossington Avenue this weekend, while taking in the latest collection.

Written by Sammy Abdo

Tiger of Sweden, the 115 year-old fashion house, has entered into A New Era marked by a fresh visual identity. Along with creating a new logo, the tried and tested Swedish brand has revamped its men’s and women’s lines for the fall collections under the oversight of a new creative director, Christoffer Lundman, who joined the company last year following a stint at Burberry.

“It’s about defining that new mood, which is inspired by our heritage and a century’s worth of values and outward-looking attitude. It’s been such an exciting journey delving into the archives,” Lundman said in a statement.

Guests can catch a glimpse of the brand’s latest offerings, Lundman’s first collection, alongside an exclusive photo exhibit at the Ossington Avenue location this weekend in Toronto. The exhibit, 1903 – Giants, runs from September 27 to 30, and pays homage to Swedish film-making. The year, 1903, references the brand’s first year of operation.

Tiger of Sweden photo gallery

In his debut menswear collection, Lundman celebrates three Swedish giants: director Ingmar Bergman, entrepreneur Harry Schein, and  architect Peter Celsing.  Re-imagined and tweaked for the 21st century, the “1903” suit is narrower than the original, and available in single and double-breasted versions, as all of the brand’s suits were in between 1903 and 1935. The “2018” suit is a new suit with a slim cut for a very contemporary feel, sharp shoulders, and a narrow waist and lapels. While 115 years may separate the first iterations of the two suits, there is always the reassurance and comfort of a classic well-cut suit.

Tiger of Sweden Menswear

The fall campaign was shot at Filmhuset, the famous studio and cinema in Stockholm – inside the same studio where director Ingmar Bergman filmed Fanny and Alexander. (Coincidentally, TIFF will play host to a retrospective of some of Bergman’s most iconic films from October to December to honour the famed director’s centenary). The Filmhuset building itself is a destination, a modernist masterpiece designed by the architect Peter Celsing in the late 1960s.

In his debut womenswear collection, Lundman focuses on modern tailoring and a real-world wardrobe where formal meets informal in an eclectic clash. The collection refreshes a classic wardrobe staple – the white shirt, with borrowed-from-the-boys shirts in crisp cotton and pretty, feminine white silk blouses. There is an injection of playfulness in the collection with the infusion of oversized florals in fresh colours. Among the casually coolest executions print-wise, is the re-imagined Tiger of Sweden logo on t-shirts.

“I didn’t want anything boringly corporate, so we cut suits slim and worked a lot with shoulders and lapels for a contemporary feel, little boy-meet-girl,” Lundman said. “And we spent a lot of time getting the shirts right. Through it all is a Swedish feel.”