Tibi's Renovation Puts The Brand At The Top

Fashion trends change all the time. Today it might be an excellent choice to wear a simple shirt with a pair of wide-leg pants, but tomorrow you would be considered old-fashioned if you wore it again. This is something Tibi's founder and main designer, Amy Smilovic, discovered after the noticed her brand has come to a standstill in 2010. It was hard work getting to where she was. In 1997, she launched the original four different styles that made Tibi( https://www.ifchic.com/106_tibi ) famous. These styles were contemporary designer dresses and the first department store that bought these from Amy was Lane Crawford. After moving back to New York in the United States, her newly found brand quickly gained popularity and she was soon contacted by interested department stores.

Unfortunately, the entire idea behind the Tibi brand became a bit "old fashioned" after a number of years. Amy realized that people aren't as interested in her brand as they were before, especially due to the fact that she had to go up against competition such as Topshops and Zaras - who did contemporary designs faster, better and at a much cheaper rate than she could. She finally decided that she could not do it anymore and had a serious talk with her husband. At the time, Amy and her husband were partners in Tibi - they still are to date. She discussed the situation with her husband and told him that they either had to change the entire representation of their brand or they need to see business and forget about it. She wanted to change the business in order to represent her own vision - who she really is, what she want to be and what she is passionate about.  

They finally decided not to sell. Tibi was Amy's life-long dream that became a reality. Selling was not the viable option at the time, so Amy and her husband decided that a complete renovation of the brand was due. Not only did she renovate her brand, she also narrowed her business down in order to determine a better focus, raise up the price point and changed the brand's aesthetic. With the renovations also came some sacrifice as Amy had to let some of the designers in her team go. Fortunately, not everyone was upset by this decision as some of the designers were quite relieved when they learned they no longer have to compare with the fast-fashion brands that made their lives so difficult.

During the renovation, Amy also moved her price point to advanced contemporary, which helped her narrow her focus. She also narrowed the list of retailers licensed to carry her items to stores that carry competitive brands, such as Isabel Marant, Acne, and Phillip Lim. She then entered back into the world of fashion at the Spring 2012 runway show, where she showcased a minimalist fashion collection that included some prints, which was new for the Tibi brand. The renovation of Tibi finally ended with her attendance at the Spring 2014 runway, where she went all out and proofed to the world that both Amy Smilovic and her brand have what it takes to make it in the fashion industry.


McQ's Trend Reporting 

The gathering contrasts the light, fragile and quintessentially ladylike with a larger than usual outline acquired from McQ by Mcqueen . The clothing regulations of the boudoir are drawn upon: sheer, bind trimmed underwear dresses, marabou plumes and stitched silk glossy silk eiderdown coats are played off against immaculately cut tuxedo coats with a solid, Forties shoulder and a deconstructed hung or twofold lapel. These are worn with tight trousers that likewise show up under knee-length dresses and sun-beam creased skirts. The previously mentioned themes are printed, broadened and appliquéd, weaved and over-weaved crosswise over everything from jackets with rich, inky collars secured with jeweled knickknacks to drowsy inclination cut slips. Contracted calfskin perfectos are hidden in dark tulle. Layered and unsettled silk and lurex weaves are worn with calfskin corsetry hand-painted with night blooms. As the gathering advances the lady who wears it turns out to be progressively fixed. Textures appear to be practically to disentangle and the breastbone or shoulder is uncovered. Coats are worn with only a silk bra and cami pants underneath them. 

In the meantime, McQ Alexander McQueen surface frivolity is perpetually detailed. A heavenly moon and star outfit and cape are encrusted with little silver and gold globules and sequins individually. More blooms and swarms of silk butterflies enrich neck areas and fixes. The trip of the menswear accumulation starts in 1960s swinging London and moves to a dusty fascinating world. Conventional, forcefully cut Savile Row fitting in calm shades bit by bit turns out to be more fascinating and rich, enlivened by India amid the Empire time frame, where the palette and iconography is completely grasped, from safari hues to sun-faded panther prints and outlandish scenes to fancy weavings. Gems fit for a Maharaja reference the luxuriousness of the time and the soul of the 60s adds a dandified flippancy to the collection.