With over a quarter of a century at the helm of Tibi, her self-founded brand, Amy Smilovic is no stranger to the sartorial successes and struggles of ever-evolving personal style. It is the very approach to building a mindset brand that upends how fashion can be deliberated and discussed. Creative Pragmatism is the philosophy, and the Creative Pragmatist is the individual: curious and modern yet grounded and balanced. Challenging the existing categories of fashion and the prevailing wisdom that style and looking good are one and the same, Smilovic has defined the grey area for people who never felt at home in the highly prescribed segmentations dictated by industry norms and the media. Individuals who buy into this ethos interestingly apply Creative Pragmatism not only to their style choices, but to their everyday lives.
