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Tiger of Sweden

Tiger of Sweden has recently released its Fall/Winter 2020 collection giving us a first glimpse of exciting things to come for the Stockholm-based fashion house. Oozing luxury, finesse and all the tailoring expertise you would expect from a company that has been in the game since 1903, Tiger of Sweden also adds a new touch of casualness, functionality and practicality to its output.

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Tiger of Sweden was the first brand to bring ready-to-wear tailoring to Sweden in an attempt to bring it beyond the grasp of the wealthy elite and make it more accessible for everyday wear and everyday people. This collection epitomizes this aim, combining the tailoring elements of cut and craftsmanship that the company has always valued itself on, with all the functional, practical, and timeless aspects the modern, style-conscious person needs today.

Take the Coltron Coat, for example with its pure luxe Wool-Alpaca blend. This is an item that deserves big occasions. But it deserves more than that. It deserves every occasion. Then take the Levin Cagoule. Packable, lightweight, functional, adaptable, and casual. Shying from the limelight in its indigo tones but classily cut and crafted to outshine its contemporaries. Each item is carefully balanced to complement the next.

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Tailoring used to be about dressing you for those big occasions, the wedding, the party, the boardroom meeting. But Tiger of Sweden is bringing tailoring to everyday life making every effort to dress you for all occasions and eventualities. Dressing you for the journey.

To illustrate this new direction Tiger of Sweden took creative director and stylist, Simon NNdjock and journalist Gaetan Audeyer on a journey to escape the bustle and smoke-filled streets of Paris for the fresh country air of the french village of Barbizon to shoot the new collection. Within the village, with just a bakery, a cafe and a minimalists dream grocery store, sits a résidence d’artistes, hotel and hangout. The residence is used for artists to escape and deep-dive into the intricacies of their practice and is a welcoming hub for mental and physical retreats that creates the perfect environment for creativity, progression and nourishment. The shoot encapsulates everything the collection is about, dressing to look good on whatever journey you are on. Metaphorically or physically.

As NNdjock and Audeyer travel through Barbizon in the collection, every item just works effortlessly in their surroundings, progressively designed to seamlessly transcend from the indoors to the outdoors, from tailored finesse to casual suave, adaptable to the unpredictability of the fall season. The Veltin blazer brings out the best of the seasonal story, blending the tailoring heritage of the brand with its new progressive and forward-thinking direction. The detachable hood adding a touch of Savile Row meets C.P. Company, for when you have a board meeting at 11 and hiking with the family at 6.

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Whilst NNdjock and Audeyer tested the collection on the streets of this quintessentially french village, Tiger of Sweden’s new direction is literally tailor-made to up the confidence in your outfit whatever journey you are on. The Aderico long sleeve shirt wouldn't look out of place in a 2020 remake of The Talented Mr Ripley – perfect for turning heads next time you can take a holiday in the Med, while the Whey Pullover and Nyman Cardigan really show the brand’s flair for knitwear and timeless garments that will transcend FW20 and become your fit standouts for years to come.

The theme for this collection is Swedish/American actress Greta Garbo who, like Tiger of Sweden, also took strength in dressing for the journey. Items take on the color palette of Garbo's New York apartment mimicking her extensive art collection that sat among dark wood floors and furniture. Rich tones of blue, bordeaux and damson are carefully balanced with more tonal, fall, and earthy feeling camels and browns. Repeat and graphic prints inspired by Garbo's love of both New York and Stockholm also appear across the men and women's collections, outlining her passion for both cities.

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In a time when quality and timelessness count over loudness and hype, this collection firmly lands on the upper echelon. Through both, the men and women's collections each piece melds the brand’s tailoring and luxury heritage with the comfort, casualness, and adaptability needed for day-to-day wear.

The collection comes at a perfect time for the brand to help launch its new London flagship store in Marleybone. Designed in partnership with the architecture studio Joyn, the store echoes Tiger of Sweden's Scandinavian heritage, with a warm and modern, yet timeless and luxurious feel, the new FW20 collection will sit perfectly alongside the Swedish-produced furnishings and fittings.

The Tiger of Sweden FW20 Collection is available to buy now from TigerofSweden.com and at Tiger of Sweden stores worldwide.

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  • Photographer:Sarah Blais
  • Director/DOP:Stephan Mühlau
  • Talent:Simon NNdjock
  • Talent:Gaetan Audeyer
  • Art Director:Josh Wilson
  • Creative Director:Dimitri Hekimian
  • Stylist:Viviane Hausstein
  • HMU:Prunelle Chenevrel
  • Set Design:Chloe Barriere
  • Production Company:Modest Department
  • Project Management:Sarah Vielhaus
  • Producer:Rochelle Bambury

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