Tiger of Sweden – SS25

For spring/summer 2025, Tiger of Sweden turned to artist David Hockney. Not his indelible paintings, mind you, but the British artist’s effortless way of dress as he came into his own in Los Angeles in the late '60s and early '70s. While Hockney is a universal point of reference, for Tiger creative director Bryan Conway, who worked in finance before making a hard pivot to fashion, it’s also personal. While he was coming into his own working at Burberry under creative director Christopher Bailey, Hockney was the starting point of the first collection he worked on. “I used to sit at my f***ing trading desk and I was miserable,” he says. “When I went to Burberry, that’s when I found myself. When I was happy.”

While a more recent image of Hockney is awash in vibrant colours, in the late '60s and early '70s, the artist, who instantly fell in love with the crystal pools and blue skies of Hollywood, embraced a more subdued style. It’s in this quieter aesthetic – both in Hockney’s personal way of dress and in his work – that the collection finds its footing. “It’s taking the idea of simplicity,” says Conway. “It’s weird, because you associate his dressing with the opposite – with clashing and maximal everything. But I think a lot of the power of his work is the opposite. Whilst there are beautiful colours, there’s a kind of simple stillness to it that’s so powerful.”

This stillness manifests in elegant, relaxed suits with strong shoulders and exaggerated lapels (a standout double-breasted number with wide cream stripes mirrors one of the first suits Conway ever tailored), easy linen trousers and everyday shirts. Then there are the shades of blue, a nod to Hockney’s beloved shimmering waters. On the women’s side, breezy culottes (“Those were new to a few people in Sweden – I didn’t realise they were not a thing,” notes Conway) and collarless jackets offer a modern take on retro decadence. The looks are paired with boat shoes or tasseled loafers.

For those looking for a more straightforward Hockney reference, there are the rugby shirts – an on-trend piece that Hockney famously favoured. Those are of personal significance to Conway as well. “Before I found myself, I was a rugby-playing tech bro,” he says. “So I obviously have a soft spot for this one."

See the full Tiger of Sweden SS25 collection below.