New York based label, Tibi was founded by designer Amy Smilovic in 1997 after spending 3 years in Asia. Stocked in over 200 speciality stores around the world, Tibi has garnered a loyal celebrity following including style icon Olivia Palermo who is regularly seen in Tibi on and off duty.

After initially working in advertising, Amy decided to pursue her dream of starting her own fashion label when her husband was transferred to Asia for work. Partnering with another American living abroad, Octavia Hyland, whose grandmother’s name was Tibi, the pair travelled to Indonesia where they worked with small textile printers to develop unique prints.

After selling their first capsule collection to department store Lane Crawford, US buyers soon began calling and Amy left Asia, moving Tibi to a loft space in Soho, New York.


Tibi’s flagship store located in trendy Soho, is a beautiful open space with wooden floors boards and quirkly little touches such cute printed cushions and stunning statement lights. A big supporter of local art, Amy enlisted New York artist Aaron Wexler to create beautiful shelving and a colourful window installation for the store. These give a modern twist on the classic Tibi store interior.

The amazing shoe shelving display designed by Aaron Wexler

Taking inspiration from Charlotte Rampling, Jane Birkin and Lauren Hutton, Amy and the Tibi team continue to take the Tibi brand from strength to strength, creating beautiful pieces which perfectly combine masculine and feminine elements with beautiful bold colours and prints.

Stay tuned for Couturing’s interview with Tibi designer Amy Smilovic!

About The Author

Lisa Teh

Lisa Teh is the Editor-in-chief of, one of Australia's top fashion, beauty and lifestyle resources. She has worked on campaigns with brands including David Jones, Myer, Mecca Cosmetica, Simone Perele, Lenovo and L'Oreal. She recently appeared in Couturing's exclusive Australian Fashion Week reality web series, The Frow, alongside top industry names including Toni Maticevski and Maybelline Creative Director Nigel Stanislaus.

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