Pullin Stars in Tigerlily’s 25th Anniversary Collection as Iconic Australian Brand Returns for Summer

WORDS: Ocean Road Editorial Staff PHOTOGRAPHY Supplied

Queensland-based author and influencer Ellidy Pullin takes centre stage in Tigerlily’s nostalgic Spring Summer ’25 campaign, celebrating the brand’s 25th anniversary and its highly anticipated return to the market.

Shot across the Gold Coast and Byron Bay, the campaign captures Ellidy’s radiant, authentic energy against sun-drenched coastlines—a perfect reflection of Tigerlily’s effortless Australian spirit.

“I’ve loved Tigerlily since I was a teenager; it was always the brand that captured that hot, Australian summer feeling,” says Ellidy Pullin. “Now, being part of its new chapter as a mum, it feels like coming home to something familiar and nostalgic.”

Once synonymous with Australia’s sun-soaked summers, Tigerlily rose to cult status in the early 2000s with its signature prints, bohemian charm, and effortless resort style. Now, 25 years on, the brand returns with a refreshed creative vision, staying true to its roots while embracing the modern woman.

The Spring Summer ’25 collection reimagines Tigerlily’s most beloved archival prints and patterns through modern silhouettes, inclusive fits, and elevated detailing, honouring the past while evolving its identity for a new generation.

“We’re incredibly proud to reintroduce a brand that holds such a special place in the hearts of so many Australian women,” says Prue Slocombe, General Manager of Tigerlily. “This milestone marks both a return and a renewal, reconnecting with the nostalgia people feel for Tigerlily while reinterpreting it through a modern lens. Ellidy was the perfect choice to bring that story to life.”

Founded in 2000 by Jodhi Meares, Tigerlily became the label of choice for generations of women chasing the summer lifestyle, both at home and abroad. Now under the Seafolly Group, the relaunch blends heritage with innovation, offering a new digital experience and a refined design direction rooted in mindful creation and effortless beauty.

“Being by the coast is such a huge part of who I am,” says Ellidy Pullin. “I’ve spent my whole life in and around the ocean, so there’s something really special about a brand like Tigerlily that has always embodied that laid-back, coastal energy.”

Following its return in August, demand for Tigerlily has been strong, with initial collections selling out within daysand major Australian retailers eager to stock the new line.

Exclusively at: Click here:  www.tigerlily.com.au, Myer and selected independents.

Ellidy Pullin is an Australian author, podcast host, and digital creator based on the Gold Coast, Queensland. Loved for her authenticity, strength and radiant energy, Ellidy has built a loyal community of over 360,000 followers across social media. She is the co-host of the chart-topping podcast Darling, Shine! and author of the best-selling memoir Heartstrong, which chronicles her journey of resilience following the passing of her late partner, Olympian Alex “Chumpy” Pullin. A proud mum to daughter Minnie, Ellidy continues to inspire audiences nationwide with her unfiltered approach to life, motherhood and finding joy in every season.