Tiger of Sweden
Spring Summer 2026 Collection
Feb 2026
The Tiger of Sweden Spring Summer 2026 Collection campaign marks a sophisticated return to the brand’s heritage of precision tailoring, masterfully documented through a series of high-contrast portraits and minimalist lifestyle shots. Captured by photographer Frida My, the project leans into a rigorous editorial minimalism that allows the architectural integrity of the garments to command center stage. By utilizing a controlled studio strobe environment alongside deliberate natural light, the imagery creates a cinematic tension, oscillating between sharp, graphic black-and-white studies and soft, directional color portraits. Model Gena Malinin embodies the collection’s duality, effortlessly transitioning from the rigid structure of a double-breasted suit to the tactile, relaxed elegance of textured linen and leather. Throughout the series, the styling by Jeanette Törnqvist emphasizes clean, understated details, ensuring that the focus remains on the interplay of shadow and form. The use of chiaroscuro lighting techniques adds a sculptural quality to the suiting, highlighting everything from the crispness of a lapel to the subtle grain of woven fabrics. This is a study in modern luxury fashion that feels both timeless and urgent, stripping away the superfluous to reveal a cohesive, highly polished narrative centered on silhouette, texture, and the quiet power of refined, contemporary design for the modern man.
Editorial, Lifestyle, Vertical
Studio strobe, Natural light
Luxury Fashion Houses, Fashion
