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Once synonymous with bohemian prints, adventurous femininity and Byron Bay-born cool, Tigerlily has been reimagined with renewed clarity and purpose in time for its 25th anniversary and latest collection.<\/p>\n
Guided by general manager Prue Slocombe and creative director Simone Coates, the brand\u2019s rebirth is both nostalgic and forward-looking \u2013 revisiting its vibrant DNA while widening its appeal to a new generation of women.\u00a0<\/p>\n
Inside Retail<\/em> spoke with Slocombe to discuss the brand\u2019s evolution \u2014 from bringing back Tigerlily\u2019s iconic prints and heritage storytelling to embracing social media and influencer-led campaigns that feel genuinely connected.<\/p>\n She also reflected on the delicate art of reviving an icon: balancing emotion and innovation, preserving legacy while ensuring Tigerlily once again feels \u201ca little bit wild and adventurous\u201d.<\/p>\n Inside Retail<\/em><\/strong>: How has Tigerlily\u2019s positioning evolved since its rebirth under the Seafolly Group, and how is that coming through in this latest campaign?<\/strong><\/p>\n Prue Slocombe<\/strong>: <\/strong>We\u2019re positioning Tigerlily much the way it first entered the market \u2013 youthful, fun, vibrant, and deeply engaging. A brand that people could really engage with. It definitely leans towards a bohemian and adventurous spirit. This evolution is really about bringing Tigerlily back to where it started.<\/p>\n IR<\/em><\/strong>: How are you balancing that heritage storytelling while ensuring the brand feels relevant and modern?<\/strong><\/p>\n PS: <\/strong>The word balance is perfect because that\u2019s been both the fun and the challenge \u2013 continuing to satisfy our loyal customer base, who have always been the heart of Tigerlily, while bringing new customers in as we move forward. We\u2019ve been doing that through fabric choice, materials and shapes. Each collection features our signature shapes alongside some newness that celebrates the prints and vibrancy Tigerlily is known for.<\/p>\n IR<\/em><\/strong>: Outside of prints and shapes, what other core elements of Tigerlily\u2019s DNA remain central to the brand?<\/strong><\/p>\n PS: <\/strong>It\u2019s all in the details. Tigerlily is a \u201cmore is more\u201d brand \u2013 patchwork prints, crocheted trims, and hand-beaded details all combine to create something authentically Tigerlily. Tigerlily is a brand that lives in the detail.<\/p>\n IR<\/em><\/strong>: Your new campaign with Ellidy Pullin feels both personal and nostalgic. What role does influencer storytelling play as you redefine Tigerlily\u2019s voice?<\/strong><\/p>\n PS: <\/strong>Influencers are a key part of our strategy, but authenticity matters most. Ellidy felt like the perfect fit \u2013 she\u2019s a natural storyteller, and her audience connects with her because she\u2019s genuine. She lives by the beach, embraces that adventurous, playful spirit, and embodies everything we want Tigerlily to represent. When we first spoke with her, we were clear that if it didn\u2019t feel natural, we wouldn\u2019t force it. Luckily, the connection was effortless. I think influencer marketing is really important. But consumers are getting extremely savvy now, so they can really feel if it\u2019s a sales job.<\/p>\n IR<\/em><\/strong>: How is Tigerlily leveraging visual storytelling to reconnect with both past and new audiences?<\/strong><\/p>\n PS: <\/strong>The storytelling part for us is the emotive feel behind the imagery \u2013 we want that sense of freedom, adventure, and fun to shine through. We want the Tigerlily girl to feel a sense of adventure, freedom, and definitely fun when you look at the imagery.<\/p>\n IR:<\/em><\/strong> You\u2019ve brought back some archival prints for this latest collection. How does that tie into your broader brand narrative?<\/strong><\/p>\n PS:<\/strong> If I\u2019m being completely honest, bringing back the archival prints happened quite naturally. When we inherited the brand, we discovered an incredible archive of prints and designs. We\u2019d be mad not to use them \u2013 they\u2019re stunning and still relevant today. We also felt like it was such a nice connection to the brand because Tigerlily is 25 years old. Many brands have come and gone in that time, but one of the strengths of the brand is its unique prints and its identity in the market. We\u2019re celebrating that rather than changing something that’s not broken. And there’s so many beautiful options to use \u2013 we just really wanted to lean into that.<\/p>\n IR<\/em><\/strong>: Switching gears, which social media platforms and content styles are driving the most engagement for you right now?<\/strong><\/p>\n PS: <\/strong>At the moment, it’s still Instagram for us. TikTok is definitely a platform that we’re seeing pick up more and more, particularly in that influencer space. I think that’s probably the next evolution for Tigerlily. Obviously, a lot of other brands are quite established on TikTok, but it’s probably a little bit newer for us. So those are probably the two focus channels.<\/p>\n IR<\/em><\/strong>: Are you experimenting with new formats like reels or behind-the-scenes storytelling?<\/strong><\/p>\n PS:<\/strong> Absolutely. As a team, that’s something that we’ve been talking more and more about. I think people want to see more than just the pretty campaign shoots at the moment. The more the consumer can feel connected, the stronger it is for the brand. I think there’s a lot of opportunity in that space for us to really build and move into that space of storytelling. That narrative behind the brand is really where it’s at the moment.<\/p>\n IR<\/em><\/strong>: How are you measuring success now beyond metrics like reach or impressions?<\/strong><\/p>\n PS:<\/strong> Sales is the obvious one, but for us, what we’re looking for is a really beautiful and loyal customer base that continues to support the brand. It’s looking at making sure that we protect that base whilst introducing the brand to new people. That awareness piece and growing our new first-time customers is probably another measure of success that we’re looking for.<\/p>\n IR<\/em><\/strong>: Looking ahead, can we expect more collaborations or partnerships in 2026?<\/strong><\/p>\n PS: <\/strong>Only if it feels right. Those partnerships are really valuable and can work, but only when they’re really done with true authenticity and connection. So it is not something that we’re actively pursuing. It’s more something that we’ll do when the partnership is right.<\/p>\n IR<\/em>: Tigerlily has always embodied escapism and freedom. How will your marketing strategy build on that sense of connection and adventure going forward?<\/strong><\/p>\n PS:<\/strong> We looked through one of the very first brand books and one of the core statements in there was \u2018a little bit wild and adventurous\u2019, and that just resonated so strongly with me and the brand. I think that in our future marketing and storytelling, we should try to keep that statement at the core of what we’re doing. So any executions need to tick that box in terms of \u2018a little bit wild and adventurous\u2019, because I just think that so perfectly sums up where we need to be going. And if our strategy can try to make sure that we’re always going back to that, I think we’ll stay on the money.<\/p>\n Further read: Tigerlily set to return to Australia after Seafolly acquisition<\/p>\n The post Tigerlily\u2019s GM on bringing the brand back to where it all started appeared first on Inside Retail Australia.<\/p>\n