NEXTH Season 4: The best is yet to come.


LIFESTYLE - [NexthChic] 136. Tibi: Chic, clean, minimal; embraces femininity.


Amy Smilovic's journey with TIBI is an inspiring tale of entrepreneurship and creativity. Despite lacking formal design training or prior experience in the fashion industry, Smilovic fearlessly embarked on her venture, launching her own brand in Hong Kong around 20 years ago. Her vision, combined with a few rudimentary design sketches, served as the foundation for what would become TIBI, an iconic name in the fashion world.


With a keen eye for identifying a gap in the market, Smilovic targeted the niche of women's clothing that fell between high-end luxury and mass-market brands. Armed with determination, she transformed her vision into tangible sample pieces. To bolster her efforts, she teamed up with another American expat, Octavia Hyland, and together, they established TIBI officially in 1997.


The early days of TIBI saw the brand crafting its initial designs, primarily focused on skirts and simple dresses. These designs were brought to life by a local factory, and while the initial sales were modest, they provided Smilovic with the confidence to persevere, especially after Hyland's departure.


A pivotal moment in TIBI's growth occurred in September 2006 when the brand opened its first retail store in the heart of New York City. This significant milestone not only increased TIBI's visibility but also cemented its position in the competitive fashion industry.


TIBI's success can be attributed to the essence of its designs, revolving around three distinct themes: clean, feminine, and relaxed. The "clean" aspect embraces minimalism and sophistication, resulting in clothing that exudes a timeless appeal. With clean lines, subtle embellishments, and the use of quality fabrics, TIBI's designs reflect elegance in their simplicity.


Celebrating the essence of womanhood, TIBI's collections incorporate "feminine" elements. Soft silhouettes, flattering cuts, and a focus on accentuating feminine attributes empower women to feel confident and beautiful in their own skin when adorned in TIBI's creations.


The brand's commitment to "relaxed" themes demonstrates its understanding of the modern woman's lifestyle. In an era defined by fast-paced living, TIBI designs provide a sense of comfort and ease without compromising on style or elegance. Striking the perfect balance between effortless chic and sophistication, TIBI caters to the contemporary fashion sensibilities of its clientele.


Over the years, TIBI has cultivated a devoted following of fashion-forward women who appreciate the brand's unique blend of luxury and casualness. The success of the New York City retail store paved the way for further expansion and greater brand recognition. With each collection, TIBI reaffirms its commitment to the core design principles, garnering appreciation from an ever-growing audience of discerning consumers.


Smilovic's remarkable ability to transform vague concepts into a thriving fashion brand exemplifies the power of determination and creativity. Her entrepreneurial spirit and unwavering vision have fueled TIBI's continuous growth, establishing it as a well-respected name in the fashion industry. TIBI's journey serves as a testament to the transformative potential of passion, dedication, and a unique perspective in redefining the fashion landscape and capturing the hearts of fashion-conscious consumers worldwide.


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