Q&A with Tibi's Amy Smilovic
Amy describes a Tibi woman as being in love with fashion; one who will mix high end designer products with budget finds like H&M. A Tibi woman “expects to be noticed” when she walks into a room. The line has brought forth a confluence of art, geography and great style. Tibi reflects Amy’s love of Hong Kong, Paris and Palm Beach. She is able to incorporate the best elements of all three locales into a line that is fabulous, no-fuss and effortlessly chic.
BOYT: How would you define the style the Tibi line exemplifies?
Amy Smilovic: The Tibi style is unique and combines edgy with pretty, masculine with feminine and uptown with downtown. I think of our girl as one who never thinks too much about what she’s putting on and just goes with her instincts. She looks thrown-together fabulous and effortlessly chic.
BOYT: If you could choose one celebrity to represent Tibi, who would that be and why?
Amy Smilovic: I think Rachel Bilson is an easy first choice. She obviously loves style and enjoys clothes, but never looks over-outfitted.
BOYT: Which fashion designers have been important points of reference for you?
Amy Smilovic: My personal favorites are Chloe, Marni, Stella McCartney, Philip Lim and Miu Miu. I take inspiration from vintage clothing and art. Peter Beard was a huge influence in the Fall 2010 collection.
BOYT: What is exciting right now in fashion?
Amy Smilovic: I’ve followed blogs for quite some time, drawing inspiration, etc., but I love that all these people who have such passion are finally getting recognized! I think the move towards online content and social media is really fun. Our Tibi team is constantly creating outfits on Polyvore and updating our Facebook page.
BOYT: What is most challenging about your work now?
Amy Smilovic: It’s always tough to please every customer. Our fans are different because of geography and also just in their individual style. I find the challenge is trying not to compromise on our ideas by being forward while also pleasing that more conservative or classic Tibi girl.
BOYT: Define your personal style in three to five words.
Amy Smilovic: Boho, feminine, eclectic.
BOYT: What are your favorite "things" in your wardrobe right now?
Amy Smilovic: Suede Burberry trench – it’s still cold in New York! Short-sleeve, white, lace tops, a bit shear but not too revealing; and my work out gear – summer is around the corner.
BOYT: With so many designers out there trying to make it, what do you think your defining characteristic was that made you successful?
Amy Smilovic: I’ve always stuck to what I like – what I would wear. I knew there were other people that would like the same things I did. That, coupled with learning the process from start to finish. At the beginning, I was sourcing my own fabric and sewing all my own samples! Those experiences are irreplaceable.
BOYT: What are your plans for the future? Where do you see yourself in 10 years?
Amy Smilovic: In 10 years, wow! I have absolutely no clue. Hopefully, doing lots of traveling and getting my boys ready for college (that is the craziest thought ever). The business is taking off right now so I’m, of course, hoping to grow. One thing I would love is to work with home product. I’ve always dreamed of having a little home boutique in our Soho store.
BOYT: Given the demands of a successful career and family, how to you find time for yourself? What do you do to recharge and rejuvenate?
Amy Smilovic: Well, my husband Frank and I run the company together. I can’t imagine going to work all day and not seeing him. When we get home to our kids, it’s no work talk at all. We take family time seriously and spend as much time as we can with our boys. Going to my parents’ house on St. Simons (where I grew up) is something that also totally relaxes me.
BOYT: What advice would you give your 20-year-old self?
Amy Smilovic: You don’t look good in leggings and you won’t when they repeat 20 years from now – ha! But honestly, don’t take yourself too seriously, work hard, have fun.
BOYT: Finally, do you have any fashion advice or styling tips you could give to our readers? If we invest in one trend this summer what should it be?
Amy Smilovic: I would say don’t invest in trends, invest in classics and make trendy purchases a little more disposable. A summer day dress is a must-have and so are fab sunglasses.