Now this is really exciting. I got the amazing opportunity to interview Amy Smilovic, the head designer and founder of fashion label Tibi! This is perfectly timed as NY Fashion Week is rapidly approaching and Tibi will be on the major players hitting the runway this season. If you are like me, you’ll have seen her great pieces in Bloomingdales and other stores. Most of you know Tibi for its colorful, feminine, and casual wear found in higher end department stores across the nation. Now is your chance to learn more about the woman behind the brand and some of the business policies that have led them to be on top of their game. I really admire Amy and her team’s business savvy and operational efficiency. It’s really awesome.
Some pretext to the interview, I did ask her about the Tibi Pre-Fall collection as a potential cue of a new design trend for her. If you have not seen this collection, you should check it out! It certainly seems to me to be a different direction in Tibi’s design sensibility – a change I wholesomely welcome and love. The question of course is – is experimentation or a new direction in Amy’s style? Well, read the interview to find out!
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[the3st]: Amy, Tibi is an extremely popular line across the nation, and especially with the younger, college-aged demographic, can you give me some insight into the ideal woman you’re creating clothing for?
Amy Smilovic: The Tibi girl is fun and fresh with out being overly match-y or perfect, never preppy and always fabulous. Tibi is all about tons of color with an unexpected detail or edge.
[the3st]: Your collections have a great conceptual cohesiveness with regards with materials (soft), cuts (casual), and colors (vibrant, almost like a rainforest). This style is what has made you famous. In your Pre-Fall 2010 Collection, you introduced leather for the first time and went for a slightly edgier look. I applaud you for this move because this to me represents two things: one) your expansion into new styles and forms, which demonstrates the versatility, creativity, and guts of the designer; and two) I love the edgier look myself! Can you comment on this? Are you breaking from your former style or experimenting with new forms? Can we expect the same from your F/W collection on the runway?
Amy Smilovic: I have always been open to new forms and love incorporating edgy and unexpected accessories or punctuations to the line which I always want to keep fun and fresh. I never wanted the line to be too cutesy and introducing leather was what came next in the natural progression of the line. The Fall line is all about contrast: masculine and feminine, structure and flowing fabrics, deep jewel tones with brilliant neon pops. There are a myriad of fabrics and textures utilized to create the great collection, you will not be disappointed.
[the3st]: Can you comment on your inspirations and concept for your F/W 2010 runway collection?
Amy Smilovic: I was inspired by the romantic standard of masculine and feminine, hero and heroine, Napoleon and Josephine, Samson and Delilah; the contradiction of flowing delicate fabric and bold embellishments, feminine draping and masculine structure. In addition, the works of Peter Beard were a component that led to the ethereal nature and feel of the prints and palette, as supple hues merge and slide, appearing cracked and crumbled fusing animal prints, natural textures and shadows of the wild.
[the3st]: In light of Mark Fast’s refusal to lend Lady Gaga his clothing out of fear that her image was not aligned with his brand image, a lot of consumers have been paying more attention to who wears whose clothing. Do you engage in the lending of samples to celebrities? If so, can you list the top ones and how it aligns with your brand image?
Amy Smilovic: Obviously I love to see people wearing my line. I enjoy seeing it on the street and all the adaptations girls make to keep the style theirs which only highlights the beauty and nature of each piece. The quintessential Tibi girl is exemplified by Kristen Bell and Rachel Bilson, they are both beautiful and easy going. Tibi is a line you just throw on and instantly look and feel fabulous – no fuss fashion. The cast of Gossip Girl are also fans of the line and we are featured regularly on the show.
[the3st]: One of the most impressive aspects of your business that impresses me is your multi-channel retail distribution system. You are carried in so many top department stores and seem to handle that process well since your still expanding. Can you comment on whether your experience on American Express (which hires a lot from our school, Wharton) helped you give the business savvy necessary to do this? Or, is this a combination of your past experience and an amazing business team working with you?
Amy Smilovic: We have a great team at Tibi and my husband Frank and I, whom I met at American Express, have really worked hard to make sure that we have the proper staff in place. We are sensitive to the market and to our needs. Though we have had to make some tough calls at times, we learn from our mistakes and have been lucky to grow and expand even in thin periods such as our industry is experiencing presently.
[the3st]: How do you navigate the murky waters or horizontal product placement? That is to say, if you’re selling to so many stores that target the same consumer, how do you manage relations so none of them feel alienated that you’re doing business with their rivals? Do you give different selections to different stores?
Amy Smilovic: We maintain a distance between the boutiques we utilize. Our intent is never to saturate the market and find that all of the boutiques we distribute to have a unique fashion perspective and our line presents many options so that each of these showrooms are able to present a fresh and specially tailored cross section of the collections.
[the3st]: Lastly, since many of our readers who are in Ivy Leagues here are dying to know – does Tibi hire interns or the like? If so, what is the process for that?
Amy Smilovic: We are always looking for great interns. Many of our past interns have come to be valuable permanent employees. To apply- please send a cover letter with resume attached to Reception[at]Tibi.com specifying the department you’d like to work with.
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A sneak peak at the Tibi F/W 2010 Collection.

Check out Tibi’s S/S 2010 Collection.




There you have it! And yes, don’t forget to take opportunity of that amazing opportunity to intern with a fashion firm this summer! I highly recommend you email if you’re interested. You can always email me too if you have career questions or internship opportunity questions. I am always willing to help.