EIL was contacted by Tibi about Founder & Creative Director Amy Smilovic’s upcoming visit to the island and plans to shoot the line’s Fall 2021 collection at SCAD, we were thrilled to be offered the exclusive invitation to participate. But this rare opportunity speaks perfectly to a key element of the Tibi brand in 2021: accessibility.
Amy Smilovic - Tibi Founder Creative Director
Some of you may only know Tibi as a store or NY designer label you see advertised in our pages or showcased during Fashion Week, or even as a mid-island shop where young women flock when visiting the island. You may not be aware that Tibi has local roots. Amy is the daughter of Island residents Ken and Judy Wallin and a graduate of Glynn Academy. Inspired by the local culture and textiles while living in Hong Kong, she founded Tibi there in 1997, before returning to the States a few years later and setting up a studio in a Soho loft. (Fun fact: you can see Amy’s studio, complete with some of her design sketches in the movie Devil Wears Prada.)
Fashion insiders love Tibi’s relaxed and minimal designs, eye-catching prints, unexpected color combinations, and modern celebration of femininity in a non-traditional, laid-back style. The effortless and versatile staples and well-made separates appeal to professional women and creatives. Today more than ever, Amy says, the designs are informed by the women who wear them.
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Tibi Summer 2021
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Tibi Spring 2021
During the pandemic, Amy and Tibi Visual Styling Director Dione Davis took to Instagram as a way to reach out and engage with their customer base. It was a year without catwalks and they had a collection to sell. So, in a world of Zoom meetings and TikTok dance trends and cooking demonstrations, the pair launched Instagram Style Classes, where they address followers’ requests for how to style what’s already in their closet or suggestions on how to pack for a 3 day trip.
Tibi Instagram Live Style Class
The classes are popular because Amy and Dione are engaging, witty, and completely candid. Amy has a passion for showing women how to express themselves and their personal aesthetic through their wardrobe and helping them to be more confident. She believes the best compliment a person can receive is “I love your style!” Because that embraces their whole persona, not the shoes, the jacket, or the elements of the outfit.
In the Tibi Style Classes and other social media engagement, Amy also offers guidance and business insight to entrepreneurs and aspiring designers. Such accessibility and approachability is rare and valuable. Dione appreciates the way the style class lets her reconnect on a different level, because typically she’s traveling all the time. As we stood chatting in The Outlet, Amy pulled up that first class, which launched, they realized, almost exactly a year before, on her phone, and they mused about how far the sessions have come. What began as off the cuff tips offered by Amy on Instagram stories evolved into something for which they’ve hired a filmmaker! Dione says they’re amazed by and grateful for the connection that these style classes have allowed them to make with Tibi followers and to see an influx of brand new customers.
It was this desire for connection that brought Amy to town and to shoot the Fall 2021 campaign at SCAD. Amy explains, “We wanted to tell the story of our Fall 2021 collection in a location that made my team and me feel alive again; a place that we were connected to, not a random “scouted” location. I grew up on St. Simons Island. When I started Tibi in 1997 in Hong Kong, all of my first inventory shipments went to my parents’ house on the island, where they packed and shipped Tibi’s first orders to stores. This led to locating our back office and fulfillment operations on the island for the last 20 years. We also have the Tibi Outlet store located in The Shops on Market Street.”
Tibi Fall 2021 BTS at SCAD
Why SCAD? Amy elaborates, “For those of you who aren’t familiar with SCAD, it is an incredible school of art and design located in Savannah. In 1978, the school was founded by Paula Wallace who has made it her mission to create the best educational institution for students to pursue a creative education supported by the best resources; giving the space to create without any boundaries.” And if you’ve never been to the Savannah campus, it has some incredible historic architecture and a fantastic aesthetic. It was not only an opportunity to shoot in this setting, but to involve students in the creative fields in the process. Amy says, “After speaking with SCAD about the campaign, we came up with a terrific partnership. Our teams met for the first time in Savannah and it felt like coming home.”
Tibi Fall 2021 BTS at SCAD styling 01
After EIL met with Amy and Dione at the Tibi Outlet, the other members of the Tibi team were arriving for the next day’s shoot in Savannah. They graciously shared some exclusive behind-the-scenes photos with us as they styled the not yet released fall line. Their enthusiasm for the project was easy to see and their excitement contagious. After the shoot, Amy shared, “SCAD was a phenomenal experience. What started as the idea of shooting a fall campaign quickly morphed into a fully creative experience. It was incredibly inspiring to be around such young unbridled talent.” Keep an eye on Tibi’s social media accounts to see the campaign when it rolls out.
While at the Tibi Outlet, Amy and Dione offered personal styling. Outlet manager Hayes Stoddard said they had booked 10 appointments for the hour-long sessions and EIL was there to see them in action. Robin Love and Bonney Shuman took advantage of the opportunity. Neither of these stylish local ladies are unfamiliar with Amy. In fact, Robin called Amy to design her dress for the Ryder Cup opening ceremonies in 2012. Amy recalls, “she wanted something simple with clean lines.”
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Annaliese Kondo, Studio Pixel Pop
Amy at the Outlet
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Annaliese Kondo, Studio Pixel Pop
The Tibi Outlet crew
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AnnaliseKondo, Studio Pixel Pop
Bonney Shuman and Robin Love at their personal styling session
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Annaliese Kondo, Studio Pixel Pop
Dione Davis and Amy working the styling sessions
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Annaliese Kondo, Studio Pixel Pop
Tibi Outlet manager Hayes Stoddard
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Annaliese Kondo, Studio Pixel Pop
Robin with her purchases
With Hayes and Dione pulling different sizes and styles, and placing orders for items not on the racks here or offered in different colors, Robin, Bonney, and a few other shoppers left with Tibi bags or purchased items arriving soon. Amy also got to enjoy some catch-up sessions with hometown friends. She says, “Every day I am more and more grateful to have grown up in a place like St. Simons. The balance of life and creativity has stayed with me. And I am so happy to be continue my relationship with my home by having part of our company located here.” Hopefully this visit strengthened that coastal connection even further.
