Good fashion labels deliver designer clothes. But they best in the business define an era. For a generation of Australian women – chasing warm waves and sunlit shorelines, circa early 2000s – Tigerlily was one of them.
Thank you for reading this post, don't forget to subscribe!More than mere bikini brand, it was swimwear that conjured a season, a moment, a mood, and a memory of sun-baked afternoons and the soft tang of salt in the air. It was Bondi Beach on a perfect Summer day, hair streaked with highlights from the sun and the sea, the rhythmic pulse of waves and laughter. Or Byron Bay escapes, wandering barefoot through markets and sandy streets, carrying a tote filled with sandy towels scented with coconut suncreen and the promise of adventure. To wear Tigerlily then was to participate in a kind of ritual: slipping into the signature prints of paisleys, watercolour florals and tropical motifs, feeling instantly transported to some sunlit coastal reverie.
Founded in Sydney in 2000 by designer and entrepreneur Jodhi Meares, Tigerlily quickly became synonymous with Australian coastal cool. The brand’s prints were bold yet effortless, feminine yet playful, each piece radiating an energy that felt personal, almost cinematic. You could live in it, love it, and remember it. It was swimwear that stayed in your wardrobe long after your tan faded, carrying recollections of holidays, first festival weekends, and endless moments of golden-hour light on sand.
But, even icons can falter. In 2024, Tigerlily entered voluntary administration, leaving fans wondering if the sun had truly set on a label that defined an era. Then, in a twist worthy of its own Summer story, the group behind Seafolly and Jets acquired Tigerlily, sparking a revival that coincides with its 25th anniversary in 2025 What follows is not just a relaunch – it is a careful reawakening, blending heritage with a contemporary vision for the modern woman.
“We’re incredibly proud to reintroduce a brand that is so deeply woven into the identity of Australian summer,” says Prue Slocombe, General Manager of Tigerlily. “For so many women, Tigerlily isn’t just a fashion label – it’s a memory, a moment, a mood.”
The 2025 relaunch collection, honours that sentiment while evolving the label for today. Signature swimwear and resort pieces are redesigned with contemporary cuts, more inclusive sizing, and elevated fabrics. Prints that defined the early 2000s are revisited, enriched, and refined. “There’s something magical about revisiting the pieces you once loved and reinterpreting them for the women of today,” says Creative Director Simone Coates. “We’ve honoured the Tigerlily legacy – the lush prints, vibrant colours, effortless silhouettes – but we’ve evolved. Those familiar with the brand will recognise her, and those who don’t will fall for her.”
And, the magic is tangible in every stitch. Sun-drenched corals and saffrons echo a Bondi sunset. Watercolour florals recall the feeling of waking in a Byron Bay guesthouse, the sound of waves through open windows. Intricate paisleys whisper of markets in Marrakesh and spontaneous road trips along the Queensland coast. Tigerlily has always been more than swimwear – it is a vessel of sentiment, a capsule of sun and freedom.
The response has been immediate. Thousands joined the waitlist ahead of the August 1 relaunch, while retailers lined up to bring Tigerlily back to shelves. It’s a reminder that some things don’t just return. They reclaim their place in the hearts of those who loved them first, and charm a new generation who never knew them at all.
Tigerlily’s revival feels both timely and timeless. It is an ode to Australian summers past and present, a celebration of prints that hold stories and silhouettes that promise freedom. Stepping into a Tigerlily piece is a return to sunlit memories, the soft warmth of sand between toes, the tang of salt on skin, the electric thrill of discovery. It is nostalgia and elegance woven into fabric, ready for another 25 years of Australian summers.
