Amy Smilovic

Amy Smilovic is the founder and creative director of Tibi, an independently owned contemporary fashion brand in the United States. Before entering the fashion industry, Smilovic developed business expertise through roles in advertising and marketing at Ogilvy and American Express. After relocating to Hong Kong, she launched Tibi with $15,000 and no formal fashion training, drawing on her background in advertising, marketing, and finance to establish the brand's foundation.

Tibi began as a small collection featuring a shift dress, body-con dress, cigarette pants, and an A-line skirt. The brand expanded into a global fashion label, producing multiple womenswear collections annually. Tibi's clothing and accessories are sold in department stores and boutiques worldwide, including Saks Fifth Avenue, Neiman Marcus, Bloomingdale's, and Net-a-Porter. Smilovic led Tibi through a significant transformation, shifting from print-heavy, feminine styles to a minimalist aesthetic. This strategic pivot, presented at New York Fashion Week and noted by Women's Wear Daily, contributed to substantial revenue growth. Smilovic achieved this growth without outside capital, a rare accomplishment in the fashion business.

During the pandemic, Smilovic became a public voice in the fashion industry, using Instagram to discuss topics such as wardrobe building and business strategy for emerging designers. Her social media presence grew to over 500,000 followers. She developed the "Creative Pragmatism" philosophy, which she detailed in her book "The Creative Pragmatist." Smilovic also launched a weekly "Style Class" series, which attracted thousands of viewers per episode and contributed to significant increases in Tibi's gross profit. She extended the "Style Class" format internationally, hosting seminars at locations such as Printemps in Paris.

Smilovic has broadened her platform beyond fashion. She is the author of "Almost Reckless: A Creative and Pragmatic Approach to Taking Risks," published by Penguin Random House, which combines memoir and business advice for entrepreneurs and leaders. The book explores her decision to move away from a $70 million business model in pursuit of a more authentic vision. Smilovic also hosts the "(Almost) Reckless" podcast, interviewing entrepreneurs about unconventional career paths. She is a member of the Council of Fashion Designers of America and has been featured in Vogue, Harper's Bazaar, Elle, InStyle, and Women's Wear Daily. Smilovic's work has cultivated a global community of style enthusiasts who engage with her brand as both fashion and a philosophy for intentional living.