After two years with Tiger of Sweden, creative director Christoffer Lundman will be departing from the premium-contemporary brand. The decision to part ways was mutual, and both parties expressed their appreciation for Lundman’s impact on the brand. During his tenure, Lundman’s unique creative vision and characteristic aesthetic helped to enhance the brand expression of Tiger of Sweden, consolidating its presence across various consumer touchpoints.
With Lundman’s departure, Tiger of Sweden is determined to further strengthen its position in the premium fashion industry. The company is now focused on adopting a consumer-first mindset as they embark on finding a suitable replacement. While no name has been announced yet, the recruitment process for a new creative director will commence immediately.
Linda Dauriz, the newly appointed CEO of Tiger of Sweden, expressed her gratitude towards Lundman for instilling a distinctive high-fashion identity within the brand. Dauriz commended his meticulous oversight of the collections and communication, acknowledging the remarkable diligence he brought to the role. Drawing from her experience at Hugo Boss and McKinsey, Dauriz aims to broaden the appeal of Tiger of Sweden as a leading premium fashion brand.
Lundman’s final collection for Tiger of Sweden was showcased at Pitti Uomo on January 8, marking the end of his journey with the brand. Reflecting on his experience, Lundman expressed deep gratitude for the opportunity to work with a brand that boasts such a rich history. He acknowledged the privilege and honor it has been and credited his team for making the experience so rewarding. Lundman extended his heartfelt thanks to them for their unwavering support.