Australian swimwear brand Tigerlily has marked its 25th anniversary with the launch of its Spring/Summer 2025 collection and a campaign shoot in Northern New South Wales.
Tigerlily was founded in the year 2000 by designer Jodhi Meares, and became renowned for its bohemian detailing.
In recent years, the brand faced challenges, particularly early in the pandemic when it had to call in the administrators. The brand was saved thanks to synergies with bag brand Crumpler, a then-sister brand housed under Crescent Capital Partners.
However, the issues did not go away, and the brand fell into administration again in 2024 after a sell-off process. Australian swim business Seafolly then came in and acquired the brand’s assets and has spent the last year resetting the brand for an official launch in 2025, which included a new website and Myer as an anchor stockists.
Tigerlily general manager Prue Slocombe said this milestone is more than a return to business, but also a strategic revival of an iconic Australian brand. The new campaign will be fronted by Queensland-born podcaster, author and content creator Ellidy Pullin.
“Partnering with Ellidy allowed us to convey the brand’s legacy and relevance, showing both nostalgia and innovation in a single story,” Slocombe said.
Pullin said she has loved Tigerlily since she was a teenager, adding that joining the brand’s campaign now as a Mum “feels like coming home to something familiar.”
Alongside Slocombe, Tigerlily’s creative direction will be managed by Simone Coates, the former product lead at the likes of Rip Curl, Levi’s, Jeanswest and Seafolly. Slocombe has been head of business development at Seafolly since 2022.
Coates said designing the Spring/Summer collection has been about balancing sentiment and evolution.
“We’ve revisited some of our most iconic prints and reimagined them in a way that feels fresh, modern, and ready for today’s woman, while staying true to Tigerlily’s original ethos,” Coates said.
Since its August pre-launch, Tigerlily is reporting strong demand, with initial stock selling out rapidly and major Australian retailers eager to carry the collection.
The Spring Summer 25 collection is available from today via its dedicated website and via Myer and other select independent stockists.
Tigerlily’s return comes as the global swimwear market is forecast to expand from US$20.8 billion in 2024 to US$34.1 billion by 2034, representing a CAGR of 5.1 per cent. This is according to Research and Markets.
The category’s growth is reportedly being fuelled by increasing disposable income, evolving consumer lifestyles, and a rising global appetite for travel and water-based leisure activities.
According to Tigerlily, the brand is set to capitalise on the growing demand for elevated resortwear across Australia, Asia-Pacific and the United States.