Designer Amy Smilovic started the now New York based brand Tibi whilst living in Hong Kong. Tibi imbues a style described by the designer as "Creative Pragmatism" - a believe that function should never have to be sacrificed for fashion and that clothing must reflect the unique personality and point of view of the wearer. Tibi believes the modern woman dresses for no one else but herself. Form meets function with a touch of irony.