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  • Writer's pictureFrancesco Lo Iacono


Tiger of Sweden SS22 by Creative Director Bryan Conway

After almost two years, London is finally reopening and along with a new season of London Fashion Week, I had the extra pleasure to work with Tiger of Sweden during an exclusive event in their store.

The Stockholm based fashion house, established in 1903, celebrated the launch of its Spring/Summer 2022 collection with a mesmerizing show part of the official London Fashion Week schedule.

The show has been screened simultaneously in the Tiger of Sweden flagship store in Marylebone, where guests were invited to an exclusive cocktail party.

I was kindly invited to create quick watercolour portraits of guests during the Tiger of Sweden event, which marked also my comeback to live sketching since the beginning of the pandemic: it was such a lovely moment!

The relationship between performance and movement, and consequently of how the body moves, is the main idea behind the Tiger of Sweden Spring/Summer 2022 collection by design director Bryan Conway. To this end, the brand worked along with choreographer Franka Marlene Foth, and the show featured a live performance of dances that enhanced the exciting presentation.

Voluminous silhouettes and soft proportions, which allow the body to move freely, as if in dance, are fused with the functionality of technical performance-wear.

Thank you very much to everyone at Tiger of Sweden and to the whole in-store team for welcoming me and taking care of me during my time there. Check out the following gallery for more pictures from the event:

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