The former Design Director of British luxury fashion house Burberry, Christoffer Lundman is on his way to Scandinavian brand, Tiger of Sweden. He will be joining the brand as their Head of Creative and Design from June 1 and showcase his first collection with them in January during the Fall/Winter 2018 shows. Lundman will be overseeing everything from men’s, women’s and jeans assortments and it will be the first time for the brand to line up everything under a singular creative direction.
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With his twenty-year experience of designing for Burberry as well as his time at Acne Studios and Tom Ford where he spearheaded denim division, Lundman has a lot to offer and made a statement about his plans for the label, saying, “We mull to start working a new identity across all channels, and I will work with all teams to achieve this. At the moment, each collection has been running on its own schedule, meaning they’ve been out of sync with each other to some degree. We are planning to align the calendar so that we can work on the same themes and inspiration across the different collections. More than anything I want us to define a much clearer universe around the brand, a narrative that can run across all aspects.”
Per Hakans, Marketing Director also added, “as a Swede himself, Christoffer fully understands the importance and history of Tiger of Sweden to Scandinavian fashion. This, twinned with his undeniable talent as a fashion designer, makes for an incredibly exciting time to be part of the brand. I am sure his vision with the brand DNA will further build Tiger into a new and innovative future.”
