Tiger of Sweden creative chief exits, replacement search starts now
today Jan 21, 2020
Premium-contemporary brand Tiger of Sweden has announced the departure of its creative director Christoffer Lundman, saying the company and the designer “have mutually agreed to part ways after two years”.
The firm hailed his impact during his tenure at the label, saying he “has through his distinct creative vision and characteristic aesthetic, unified and elevated Tiger of Sweden's brand expression in a 360 manner, impacting all consumer touchpoints”.
So what happens now? Well, following his departure, Tiger of Sweden “will remain fully committed to continue the work around strengthening the brand ́s positioning in the premium fashion space, with an enhanced focus on a consumer-first mindset”. It hasn’t named a replacement but said it would start the recruitment process for a successor immediately.
Still-new CEO Linda Dauriz, said she “would like to thank Christoffer for the distinct high-fashion handwriting he has instilled in our brand. The rigour with which he has overseen the look and feel of our collections as well as our communication is remarkable. Going forward, we strive to broaden our appeal as a premium fashion brand further.”
Dauriz only joined the firm last moth having previously been at Hugo Boss and at McKinsey before that, which is an unusual path for a fashion company chief executive to have taken.
Lundman’s last collection for the brand was the AW20 offer that was shown at Pitti Uomo on January 8.
He said on Tuesday that “having been able to work for a brand with such a long and rich history has been both a privilege and an honour. I’m grateful for the trust put in me. None of this would have been possible without the support of my team, who have made this experience so rewarding. My biggest thanks goes to them.”
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