In the ever-evolving world of fashion, the Tiger of Sweden Fall 2024 Menswear Collection stands out as a testament to the intersection of legacy and innovation. At its helm is Bryan Conway, a seasoned professional whose journey through the fashion realm includes a stint alongside Christopher Bailey at Burberry. Conway’s mission at Tiger of Sweden goes beyond crafting garments; he seeks to redefine the identity of a Swedish heritage brand, delving into the roots of the culture and drawing inspiration from its very essence.
For Conway, contemplating legacy is more than just a fleeting thought—it’s a second nature that has guided his creative endeavors. His deep-seated passion for capturing the spirit of Swedish heritage led him on a quest for answers, and more importantly, for authentic materials that would embody the essence of the brand. This collection is more than just a showcase of stylish attire; it’s a narrative that weaves together elements of tradition, architecture, and the vibrant stories embedded within the Swedish culture.
One noteworthy influence on Conway’s creative process is the architectural marvels that grace the streets of Stockholm. The city’s distinctive structures, with their timeless appeal, serve as both muse and backdrop for a collection that seamlessly blends contemporary aesthetics with a nod to the past. Each garment is a canvas, telling a story of architectural elegance reimagined in the language of modern fashion.
The extraordinary life and work of renowned artist and activist for peace and the environment Siri Derkert is the primary inspiration for Tiger of Sweden’s Fall Winter 2024 collection.
In an innovative move, Conway’s exploration extended beyond Swedish borders. Mallorca, a Mediterranean gem, became the unconventional setting for one of the collection’s lookbooks. Here, Swedish tourists took center stage as models, embodying a fusion of Nordic sophistication against the backdrop of sun-soaked landscapes. This unorthodox approach not only adds a global dimension to the collection but also reflects Conway’s commitment to breaking conventional boundaries in pursuit of a deeper connection to Swedish heritage.
The collection entitled “To Feel” is primarily inspired by the extraordinary life and work of renowned artist and activist for peace and the environment, Siri Derkert. Both as an individual and an artist, Derkert has been a significant figure in Swedish cultural and moral life to this day. Reacting almost intuitively to the tactility of her works, the collection started with textures and patterns. It is a collection where the feeling of fabric drove the creative process.
Tiger of Sweden’s Fall 2024 Menswear Collection is more than just fashion; it’s a testament to the brand’s commitment to authenticity, innovation, and a deep-rooted sense of heritage. Bryan Conway’s journey in defining what it means to be a Swedish heritage brand has resulted in a collection that not only captures the essence of the culture but also paves the way for a new chapter in the brand’s legacy—one that seamlessly merges tradition with the contemporary, creating a timeless narrative woven into every thread of fabric.
The collection was shot in Stockholm by @alice_eneale, in the studio of mixed media artist @hansson.beatrice.
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He’s looking at Swedish culture and heritage, and makes such a point of this, but apparently doesn’t use Swedish models, and thus doesn’t give an iota of feeling about the Swedish culture he’s so into.