Ellidy Pullin Fronts Tigerlily’s 25-Year Comeback | Honeymoon Resortwear Edit
There are brands that dress a season and then there are brands that define it. For a generation of Australian women, Tigerlily is the latter. A mood, a memory, a sun-drenched rite of passage. Now, as the iconic swim and resortwear label marks its 25th anniversary, Tigerlily returns with a renewed vision and a campaign led by Ellidy Pullin.
Shot across the golden coastlines of Byron Bay and the Gold Coast, Tigerlily’s Spring Summer campaign captures Ellidy in her element. Barefoot, radiant and playful, she embodies the brand’s unmistakable spirit of freedom and femininity. The result is a visual love letter to Australian summer, where nostalgia meets the present and romance feels effortless.
“I’ve loved Tigerlily since I was a teenager,” Ellidy shares. “It was always the brand that captured that hot, Australian summer feeling. Being part of this new chapter, now as a mum, feels like coming home to something familiar and deeply nostalgic.”
A Brand That Grew Up With Us
Founded in Bondi in 2000 by Jodhi Meares, Tigerlily rose to cult status in the early 2000s with its signature prints, bohemian ease and unapologetic celebration of the female form. It became synonymous with chasing summer, from beachside road trips to far-flung holidays, and dressing women for moments that felt carefree, confident and sun-soaked.
Now under the stewardship of the Seafolly Group, Tigerlily’s relaunch is both a return and a reimagining. The Spring Summer 25 collection draws from the brand’s archive, reworking beloved prints and patterns through modern silhouettes, inclusive fits and elevated detailing. It is a thoughtful evolution that honours the past while speaking to the woman Tigerlily dresses today, including the modern bride preparing for her honeymoon wardrobe.
“We’re incredibly proud to reintroduce a brand that holds such a special place in the hearts of Australian women,” says Prue Slocombe, General Manager of Tigerlily. “This milestone is about reconnecting with that nostalgia while reinterpreting it through a modern lens. Ellidy was the perfect choice to bring that story to life.”
The Ellidy Effect
Few women capture contemporary Australian womanhood quite like Ellidy Pullin. Author, podcast host, digital creator and mother, she represents resilience, authenticity and joy. Qualities that mirror Tigerlily’s own evolution and make the collection feel perfectly suited to romantic escapes and honeymoon moments.
“Being by the coast is such a huge part of who I am,” Ellidy says. “I’ve spent my whole life in and around the ocean, so Tigerlily’s laid-back, coastal energy just feels natural.”
Her presence in the campaign feels less like a casting decision and more like a conversation between brand and woman, past and present, memory and movement.
The New Chapter
Since its return, demand for Tigerlily has been swift and telling, with initial collections selling out within days and major Australian retailers eager to stock the new line. At the heart of the relaunch is a renewed commitment to mindful design, quality craftsmanship and a refined digital experience that invites women to rediscover the brand or fall in love with it for the first time.
With flowing silhouettes, sun-washed tones and effortless resort styling, the Spring Summer 25 collection feels made for honeymoon days. From poolside mornings to golden-hour walks and evenings that stretch long into warm nights, these are pieces designed to travel beautifully.
The Spring Summer 25 collection launched October 15 and will be available at tigerlily.com.au, Myer and selected independent retailers.
And for those planning their escape, stay tuned. We have an exciting Tigerlily giveaway coming soon for our readers, curated to slip perfectly into your honeymoon luggage.
Twenty-five years on, Tigerlily is not just back. She is glowing.
