The Iconic Edition
News
|18 Jan|6 mins

There’s more to Tigerlily than just beautiful prints

Aussie designer, Amelia Mather, talks us through what inspires her and why sustainability is at the forefront of everything the brand does.
THE ICONIC
18 Jan
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My favourite place in summer is Wylie’s Baths at Coogee Beach. I’ve been going there since I was a kid and it’s over 100 years old. In summer I have to swim every day. I spend a lot of time there, I got married there and we were shooting there last week.

Life’s got a lot crazier since I had a baby. I have less down time. You have to really make time to have time for yourself, do some yoga and breathe. Just re-centre. I really appreciate it more these days when I do get rare time alone. I’m good at entertaining myself for hours on end so I’m quite happy to sit still and relax. I’m always researching or reading or I’m happy just to meditate.

Tigerlily is a mindset, it’s not about an age. I’d like to think the Tigerlily woman embodies the Australian lifestyle–she’s a beach-loving woman, she likes to keep fit, she’s into the outdoors and exploring the wonderful landscape we have here in Australia. She’s into all of the senses; food and fabrics, textures and colours. I don’t think she’s a minimalist by any means! She loves pattern, print and clashing those together. She’s grounded by the Australian beaches and the energy in our surroundings.

Some of the best swimwear worldwide is coming out of Australia because we definitely live and breathe it so we’ve got first-hand experience. Australian brands are very sought after internationally. I think the rest of the world does look to us for that.

I think what makes the Tigerlily look so distinct is our interpretation. We’re not about rehashing vintage or copying mainstream trends. We’ve always followed quite an organic design process, where we are drawn to an idea, research it in-depth and then interpret it in a very Tigerlily way, which has developed into a very unique aesthetic. Staying true to that is what makes us unique.

We develop a lot of our fabrics, so it’s not just about the prints, it’s about the textures and how we use things. As a design team we work very closely together across fabrics, garment design and direction. We all work together so it’s a really collaborative thing.

We’ve had some funny themes... One year we did Beatniks and beat poets which was a bit of a random theme. We had a girl come and recite poetry at our showing, which was probably more awkward than cool (laughs). We touch on historical themes, popular culture, whatever we’re feeling at the time. Tigerlily’s a pretty versatile, tangible brand–we can kind of try anything and turn it into something that works.

News
|18 Jan|6 mins

There’s more to Tigerlily than just beautiful prints

Aussie designer, Amelia Mather, talks us through what inspires her and why sustainability is at the forefront of everything the brand does.
THE ICONIC
18 Jan
Share:

My favourite place in summer is Wylie’s Baths at Coogee Beach. I’ve been going there since I was a kid and it’s over 100 years old. In summer I have to swim every day. I spend a lot of time there, I got married there and we were shooting there last week.

Life’s got a lot crazier since I had a baby. I have less down time. You have to really make time to have time for yourself, do some yoga and breathe. Just re-centre. I really appreciate it more these days when I do get rare time alone. I’m good at entertaining myself for hours on end so I’m quite happy to sit still and relax. I’m always researching or reading or I’m happy just to meditate.

Tigerlily is a mindset, it’s not about an age. I’d like to think the Tigerlily woman embodies the Australian lifestyle–she’s a beach-loving woman, she likes to keep fit, she’s into the outdoors and exploring the wonderful landscape we have here in Australia. She’s into all of the senses; food and fabrics, textures and colours. I don’t think she’s a minimalist by any means! She loves pattern, print and clashing those together. She’s grounded by the Australian beaches and the energy in our surroundings.

Some of the best swimwear worldwide is coming out of Australia because we definitely live and breathe it so we’ve got first-hand experience. Australian brands are very sought after internationally. I think the rest of the world does look to us for that.

I think what makes the Tigerlily look so distinct is our interpretation. We’re not about rehashing vintage or copying mainstream trends. We’ve always followed quite an organic design process, where we are drawn to an idea, research it in-depth and then interpret it in a very Tigerlily way, which has developed into a very unique aesthetic. Staying true to that is what makes us unique.

We develop a lot of our fabrics, so it’s not just about the prints, it’s about the textures and how we use things. As a design team we work very closely together across fabrics, garment design and direction. We all work together so it’s a really collaborative thing.

We’ve had some funny themes... One year we did Beatniks and beat poets which was a bit of a random theme. We had a girl come and recite poetry at our showing, which was probably more awkward than cool (laughs). We touch on historical themes, popular culture, whatever we’re feeling at the time. Tigerlily’s a pretty versatile, tangible brand–we can kind of try anything and turn it into something that works.

Australians cherish travel so much, being so far away from the rest of the world, so it’s a very big part of our inspiration. We do find a very big part of our inspiration in Australia – our incredible beaches, the landscape, the colour palette… it could be anything. It could be a muse, it could be someone we’ve read a book about and we’re really interested in. It could be a point in time or a destination. There’s no set formula.

In line with what’s happening in the world, we’re currently feeling very strong, powerful women–female muses. Some historical and some modern-day ones, and I personally love all the bikini icons. Years of doing a lot of swimwear research, you look at lots of old film strips…I really love Marisa Berenson, Raquel Welsh, obviously Brigitte Bardot–the most renowned–she’s incredible. We did a collection based on a powerful political figure in India, Gayatri Devi, who also married into the royal family, so she was a wonderful woman who had a really interesting story.

Sustainability is SO important and I’m so thrilled that our customer is starting to ask questions and want to know where the clothes are made. We work with factories that are accredited and have a very high standard. We’ve been working with our suppliers for over a decade and it’s about building the business with them and growing it with them, not chopping and changing and trying to get cheaper prices. We’ve looked at our packaging which we’ve switched over to a biodegradable product. We’re reviewing everything.

I’ve been researching sustainable fabrics for a long time and they really are at the stage now where they’re incredible. We’re using Econyl® fibre–it’s super cool. They find old bottles and fishing nets that have been at the bottom of the ocean for years and turn it into a nylon yarn and use it in multiple things, not just Lycra and swimwear. The fabric is incredible–a really high standard, beautifully made, it prints beautifully and we’re getting the same results. Yes, it is slightly more expensive than the usual Italian or European cloth that we use but we see it as such a great investment and the customers are loving it too.

For all of our beautiful loomed fabrications, we’ve been working with the same mill for a very long time and they are an incredible, small, artisan-type business. The fabrics take a long time to develop and what you get is a unique result. That’s something we’re very proud of as a constant in our collections. We visit–we’re on the ground in India at least four times a year–it’s really important that we spend some quality time there to understand the process and where we can be more efficient.

We’re always trying to reduce waste. Any leftover fabrics we also turn into garments and we make head-wraps for festivals. We always do fun things for the stores with our leftover fabrics, so it’s just about making sure it’s at the front of everything you do.

I’ve been in fashion my whole life, so I’m aware of the impact that fashion has on our environment and I think it’s so cool that fashion brands are starting to make these little steps.

It’s an exciting time to be in fashion. I can’t wait to see the progress over the next couple of years. Our customers are really supportive, and I just hope all fashion supporters will encourage their favourite brands. If you haven’t got the right information, don’t be discouraged. It’s something that will take time, it’s not going to happen overnight, but change is happening.

Lakshmi Cover Up

1. Lakshmi Coverup

"I just live in this over summer... its light, breezy and loose fitting on the softest fabric."

Purnima Beach Bag

2. Purnima Beach Bag

"The beach bag of my dreams. The incredible fabric is exclusively hand loomed for us by skilled weavers in India. Fabrics like this take time to develop, making them so special."

Shakti Bikini

3. Shakti Bikini

"Olive stripes on vintage terry base! What’s not to like? Our Elle shape is so flattering on a fuller bust and it has our fave blanket stitch edging. I’ve also lived in this one over the holidays."

Manipura Tara Bikini

4. Manipura Bikini

"This is a beautiful paisley floral print, a signature of any Tigerlily collection. The yellow base is very on trend this season plus it features our hardware trims we design like jewellery to adorn our bikinis."

Stevie Apron Dress

5. Stevie Apron Dress

"A great, versatile dress. It shows off your summer holiday tan worn over swimwear, can be dressed up and even worn into autumn with a tee styled underneath and some boots."

THE ICONIC
Fashion Team