And the revamp paid off. In 2016, the brand generated more than $45 million in revenue, a 103% increase from 2010, according to The Business of Fashion. “We continue to focus on strategy and healthy growth for the business,” Elaine Chang, Tibi’s President, says. “We are looking forward to a strong year with our business abroad in Europe, Middle East and Asia, especially that we are now managing these regions’ business directly. Direct-to-consumer also continues to be an area of growth.” Such success transcends transactions, with Tibi consistently showing up as a fan favorite among social media’s biggest players, from Pernille Teisbaek to Caroline Issa. And with Fashion Month underway, you’re very likely to see Smilovic’s signature overcoats, bright faux furs, and patent knee-high boots showing up in a multitude of street style roundups. Yet, the respect and loyalty many fans and customers feel for Smilovic extends way beyond just her product.
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