Of course if style is ageless in Charleston, it makes sense that Tibi’s part of this discussion. The brand’s become known for its cool, effortless, feminine designs—traits that all ages can appreciate. Oh, and one other thing: athleisure. No, not gym clothes. “I think for us, we really understand the principle behind athleisure. It’s that women really want to be relaxed. They don’t want to be constrained; they want to be able to sit on the floor, put their hands in the pocket,” says the designer, who crossed her own 20-year milestone in business this year. “It can be a 22-year-old who walks around with a yoga mat attached to her back, or it can be a 45-year-old woman who works in a law firm. Both of them want to feel comfortable, but they do want to look good.”

So is athleisure is the biggest thing New York and the South have in common? Sort of, but it also seems to be about a desire to make fashion feel special without making it feel difficult. “One of my biggest clients, her lifestyle is a Monse or Tibi top and a ripped-up pair of jeans. That’s just it,” Smallwood responds when we ask how her shoppers value denim in their wardrobes. “It’s to the core of who we are, probably even more so down South because we’re more casual and laid-back.” She also tells us that tops have been outselling her typical number one performer, dresses, meaning denim and all kinds of pant trends are bound to be important, too.

“I think that now you have the freedom to do whatever you want,” says Smallwood, who just last night welcomed women from all over the city—and South—to celebrate her boutique’s birthday. She says that customers continue to ask her if skinny jeans are still a must-have item. “No, it’s about whatever you want,” she says. To which Smilovic responds, “You can layer a skinny jean under a dress. It’s kind of a legging anyway.” No rules. No stereotypes.

Scroll down to shop some of Tibi’s exclusive designs, made especially for Hampden’s anniversary.

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