Australian swimwear brand Tigerlily launched a one-day-only retail activation over the weekend for its 25th anniversary.
The move comes nearly two years after Seafolly acquired Tigerlily’s brand assets after the Paisley-print label fell into voluntary administration for the second time in 2024. The brand first collapsed in 2020 amid the pandemic.
After acquiring the assets in mid-2024, Seafolly reset Tigerlily and relaunched it in 2025, which included a new website and Myer as an anchor stockist.
Following the revival, the brand is now ramping up experiential, community-led activations, hosting a pop-up Galentine’s Gelato Rave at an unexpected retail-adjacent location, Rosé Gelateria at Sanctuary Cove on the Gold Coast.
The one-day-only activation brought together 70 local tastemakers across fashion, lifestyle and digital. All guests were styled in Tigerlily’s latest swim and resort collections, with the event involving exclusive Tigerlily-inspired gelato flavours by Rosé Gelateria, music by local artist DJ Shimmy and a range of beverages and curated brand moments.
Notable attendees included Love Island personalities Yana Marks and Emma Drake, alongside Gold Coast-based creators and TikTok personality Sarah Magusara.
“As we celebrate 25 years of Tigerlily, we’re looking at how we show up for our customers in meaningful and memorable ways,” Tigerlily general manager Prue Slocombe said.
“This activation was about celebrating community, strengthening brand affinity and creating moments that translate organically across social and digital channels.”
For Rosé Gelateria, the partnership and activation were aimed at driving foot traffic, brand visibility and cultural relevance.
“We’re passionate about creating moments that go beyond product,” Rosé Gelateria co-founder Diana Prinz said. “Partnering with Tigerlily allowed us to push creative boundaries, attract a new audience and transform our space into something completely unexpected.”
The activation highlights a broader shift within Australian fashion retail towards immersive brand experiences, strategic partnerships and community-driven engagement.
Other notable deals in this place include Australian streetwear label Ksubi partnering with the world’s largest hip-hop festival, Rolling Loud, for the event’s return to Australia after six years.
In January, Lacoste – managed under license locally by Accent Group – launched a floating court and bar experience along the Yarra River in Melbourne for the Australian Open.
Viktoria & Woods also jumped on the tennis bandwagon, launching a pop-up space in partnership with tennis brand Wilson.
Meanwhile, Sydney fashion label Leo Lin launched a commercial partnership tied to the 2026 Lunar New Year, extending the brand into hospitality and lifestyle retail through a collaboration with Capella Sydney.
At the centre of the partnership is a Leo Lin x Capella Sydney Lunar New Year Celebration Package, available for stays at the luxury hotel from 13 February to 3 March 2026.