Tiger of Sweden last night launched its new flagship store on London's Piccadilly.
The Scandinavian fashion brand is part of a new wave of modern retail bringing together the forces of fashion, art and music guests (to name but a few) included former ELLE cover star Pixie Geldof, Radio 1s Nick Grimshaw, London-based artist Phoebe Collings-James, Sean Frank and Ellie Grace Cumming.
The brand has moved on, but not away from, the traditional suit makers and gentlemens-club persona it had in the beginning. Images of its new campaign blasted across the walls, broadcasting a new East London vibe underlined by a special performance by PEACE, and Pixie Geldof putting in a couple of sets on the DJ decks.
To celebrate the opening, Tiger of Sweden has created a fashion film documenting seven of Londons most exciting and creative talents. Watch it here.
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Watch Pixie's behind the scenes ELLE cover video
