Tiger of Sweden presents the Fall Winter 2023 collection at Paris Fashion Week under the creative direction of Bryan Conway. Paris Fashion Week is deeply rooted in craftsmanship and tradition – making it the perfect international stage to showcase the latest collection, making Tiger of Sweden’s first visit to the French capital.
This year marks the 120th anniversary of Tiger of Sweden’s founding. Since the brand was founded in 1903, both Tiger of Sweden and Swedish society have continued to evolve – and that is the focus of the FW23 collection.
Inspired by two of Stockholm’s most culturally significant institutions, the Royal Palace and Kulturhuset, one of Northern Europe’s largest cultural institutions, the collection explores paradigm shifts in thinking and ideation. The buildings could not be more different – one monolithic and imposing, in whose walls treasures are hidden. The other with the facade cut open – an invitation to all to enter.
The collection combines innovative layering looks, oversized cuts and materiality and focuses on unique textures of shiny vinyl, leather and patterned wool. This season’s color palette features neutral tones such as dark ink, ocean gray and coffee, contrasted with tones of fresh cherry and rusty orange. The color combinations are open to experimentation and invite the exploration of contrasts of mood and color – in the form of expressive prints, geometric shapes with checkerboard and vector prints that add depth to traditional silhouettes.
Eye catchers include a dark honey monochrome suit, a tailored leather coat for men and a vinyl dress for women. The Fall-Winter footwear collection is inspired by archival classic models that bring the past into the future through a contemporary approach.
The Autumn-Winter 2023 campaign was shot in Stockholm by renowned photographer Eddie Whelan and features both professional models and Tiger of Sweden employees. They were staged against backdrops inspired by the Swedish Royal Palace and the Kulturhuset. The Swedish Royal Palace is not only the center of power, but over time has also become a forum for the exchange of ideas – and its heritage in the heart of Stockholm is still impressive, even as power and the exchange of ideas have evolved.
The Kulturhuset, designed by Peter Celsing in 1965, was intended to represent the progressive goals of a society looking to the future, a new way of thinking that would bring the exchange of ideas closer to a wider audience.
Much like the development of the Royal Palace and Kulturhuset, the knowledge Tiger of has accumulated over 120 years has enabled the brand to develop a modern and adaptable design. The brand champions traditional brand codes, while also being inspired by cultural contemporary trends, leading to new designs.