On 21st September, Camden High Street transformed from more than an iconic shopping street; it became a catwalk of reinvention.
This September, London Fashion Week spilled out onto Camden High Street and became a catwalk for a day as TAMMAM presented: Camden as a Catwalk, The House of TAMMAM and Friends.
In a bold reinvention of the fashion presentation, this show, part of the British Fashion Council London Fashion Week official events Schedule, reclaimed Camden’s radical heritage and reimagined its future, highlighting couture craftsmanship in a showcase of sustainable fashion which put creativity and community front and centre.
“Camden has always been synonymous with cultural rebellion. From its beginnings 60 years ago, to its legendary music scene, its countercultural style, and its current status as a hub of design and diversity, Camden has shaped London’s creative identity.” Lucy Tammam
TAMMAM’s catwalk show paid homage to this journey; exploring vintage inspiration, Camden’s iconic moments, and imagining a visionary Camden yet to come. Each look told a unique story, celebrating the artistry of reinvention and the transformative power of fashion. Guest collaborators invited to take part in the showcase included British streetwear designer and founder of All Saints – Stuart Trevor, ethical fashion labels Wild Daisy and Outsider, and iconic Camden vintage brands including Beyond Retro, who also took part. The show featured a shortlist of garments from Camden’s students and amateur designers who were given the challenge to create a reinvented garment for a competition, and which will see three finalists offered in-depth reinvention training at the TAMMAM studio. Participants helped put the spotlight on sustainable design and encourage consumers to choose fashion labels that respect both people and the planet. Renowned British brand Sanrizz, styled the hair concepts for the show.
During the show, TAMMAM presented a capsule collection of looks that championed textile innovation and reinvention. From de/reconstructed garments and imaginative reuse of remnant cloths, each silhouette set out to challenge the perceptions of waste and beauty. A number of garments on show featured 21st century fabric innovations such as Gooddrop, the first cotton grown in the UK, remnant fabrics dyed with winery Grapewaste, and Shiringa, a sustainable bio-leather material made from the sap of the Shiringa tree, found in the Amazon rainforest – an innovative alternative to traditional animal leather and synthetic materials.
For audiences, it was a rare chance to be included in the London Fashion Week catwalk – a up close opportunity to witness the craft of couture and to engage with design that is both responsible and directional. It provided the opportunity to be part of a live reinvention of how fashion is shared. For industry insiders, it was proof that innovation and sustainability are not only compatible but essential for the future of fashion.
Commissioned by Camden council, for their 18-month programme of events to celebrate Camden at 60 and the high street pedestrianisation project, the catwalk was a cultural statement, embodying the borough’s creative spirit while aligning perfectly with the British Fashion Council’s pledge to bring the fashion industry “inside out.” As the BFC moves to democratise fashion, opening it beyond insiders to wider audiences, TAMMAM led the way by staging a catwalk that really engaged the public and local community.