Tri-Mountain Launches New Line, "Lilac Bloom by Jennifer Tsai"
Tri-Mountain, Irwindale, Calif., announced the upcoming launch of an all-new collection dedicated to women. The new line, Lilac Bloom by Jennifer Tsai, was designed by the industry veteran along with a team of all-female designers and merchandisers. The launch of Lilac Bloom marks the first time that a top 50 supplier has dedicated an entire collection to women.
"It probably goes against conventional wisdom to release an all-women's collection in the promotional products space—industry insiders might think it's a lot of SKUs to manage or that women don't need this," said Jennifer Tsai, lead women's designer and vice president of operations for Tri-Mountain. "But I am convinced that women not only deserve to have the choice to wear something that makes them feel feminine and confident, but that they want this choice."
Lilac Bloom will officially launch at the end of April, as part of Tri-Mountain's largest spring collection ever—featuring 28 styles. The inaugural Lilac Bloom line consists of eight fashion-forward styles including dressy tops, activewear and a windproof trench coat. This will be followed up by additional styles in the fall.
Tsai has sought to make the Lilac Bloom line unique by designing it from the ground-up with women in mind. "Most companies in our industry start with a men's style and then cobble together a women's companion piece based on that men's style," Tsai explained. "Lilac Bloom is a women's-only collection, so from the start my team and I had a lot more creative leeway in terms of being able to design styles that are very feminine without being constrained by the men's side." The line features comfortable and upscale fabrics, unmistakably feminine silhouettes and details, and lively colors to give women stylish options when it comes to corporate apparel and uniforms.
For Tsai and the rest of her colleagues at Tri-Mountain, Lilac Bloom is a labor of love that has been in the works for almost two years. She's driven by the concept that "fashion doesn't have to begin at the end of the day," for those who have jobs in corporate America. "Just because you're a professional woman doesn't mean you have to hide your sense of style," she said.