Tiger of Sweden Spring 2024 Menswear Collection

Bryan Conway, the newly-named creative director at Tiger of Sweden (previously, he was the design director) is one to wear his heart on his sleeve—quite literally in the case of the spring 2024 collection, which featured a sentimental heart print. “The theme for the collection was the idea of memory. And I looked back to my own memories when I was an intern for Burberry,” the designer said. “The fall 2013 show was the last one in Milan, and the last seven or eight looks were all love hearts, and that was one of my fondest memories in fashion.”

This season marks the one year anniversary at his position, and he dived into both Tiger of Sweden’s rich archive—as well as his own—for inspiration, mixing Tiger’s classic tailoring with his newly re-introduced denim line. Since 2001, denim has primarily lived under the Tiger of Sweden Jeans line, but under Conway they will all live together as one. “Since I’ve been at Tiger, the goal [has been] to breathe new life into what is a fashion house. Tiger is 120 years old,” said Conway, “and it’s really about updating the look and feel of the brand.” The skinny denim he wore at the age of 17 and 18 during his “indie” phase, influenced a pair of jeans with a new triple stitching method that creates a more streamlined look. Meanwhile denim jeans and shorts worn with logo knits were washed intentionally to make it look like the wearer has frolicked through the fields. (It also tied nicely to the Stockholm landscape where the lookbook was shot.)

A Tiger collection, however, is incomplete without at least a few pieces of tailoring. Conway took Tiger’s best-selling two pieces and amped up the drama by figuratively “turning them inside out,” and making them out of tonic lining fabric. The result is a metallic look in photos, and in person, it’s holographic; adding an unexpected dose of cool for both work and leisure. Conway added, “Tailoring is obviously the most important part of Tiger, but it’s also about not being too serious.”