Hello, Tiger

Tiger of Sweden comes to London

MOST POPULAR

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 1’s 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 gentlemen’s-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.

ADVERTISEMENT - CONTINUE READING BELOW

To celebrate the opening, Tiger of Sweden has created a fashion film documenting seven of London’s most exciting and creative talents. Watch it here.

<object id="flashObj" width="350" height="315" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=9,0,47,0"><param name="movie" value="http://c.brightcove.com/services/viewer/federated_f9?isVid=1&isUI=1" /><param name="bgcolor" value="#FFFFFF" /><param name="flashVars" value="@videoPlayer=2718190160001&playerID=1719536881001&playerKey=AQ~~,AAAAABn4dxs~,AY7gyox5PDi_PE120JWsev9MDwmlXCJp&domain=embed&dynamicStreaming=true" /><param name="base" value="http://admin.brightcove.com" /><param name="seamlesstabbing" value="false" /><param name="allowFullScreen" value="true" /><param name="swLiveConnect" value="true" /><param name="allowScriptAccess" value="always" /><embed src="http://c.brightcove.com/services/viewer/federated_f9?isVid=1&isUI=1" bgcolor="#FFFFFF" flashVars="@videoPlayer=2718190160001&playerID=1719536881001&playerKey=AQ~~,AAAAABn4dxs~,AY7gyox5PDi_PE120JWsev9MDwmlXCJp&domain=embed&dynamicStreaming=true" base="http://admin.brightcove.com" name="flashObj" width="350" height="315" seamlesstabbing="false" type="application/x-shockwave-flash" allowFullScreen="true" allowScriptAccess="always" swLiveConnect="true" pluginspage="http://www.macromedia.com/shockwave/download/index.cgi?P1_Prod_Version=ShockwaveFlash"></embed></object>

Watch Pixie's behind the scenes ELLE cover video

Have you seen Sean Frank's GIFS for ELLE?

Nick Grimshaw's style file

Read Next: