THE LABEL

 

2U6A2100

Cameo the Label’s vision is to supply experimental designs to dictate future taste. Since its establishment in 2010, Cameo the Label has endeavoured to build its own unique aesthetic through its inspired use of directional prints, premium fabrics and bold silhouettes.

Each of Cameo’s eleven yearly collections hinges from a central theme, which inspires the fundamental prints, shapes and fabrics. Therefore, each Cameo range can be seen as a capsule collection, where one range can stand independently from the other. Together, they form a formidable collage of wearable innovation. In this respect, Cameo garments can be considered innovative, as the process behind their creation runs deeper than just clean lines and following trends.

“I find it flattering to think of Cameo garments as pieces of ‘wearable innovation’,” says Head Designer Siham Elmawey. “It’s so rewarding to be able to share what I find inspiring in everyday life through design.”

The inventive sensibilities within the designs have seen Cameo the Label grow popular with a range of style influencers and celebrities, including Solange Knowles, Jennifer Lopez, Vanessa Hudgens, Jamie Chung, Kourtney Kardashian, Gigi Hadid, Kylie Jenner and Emma Roberts.

A Cameo girl can find her own interpretation of the garments, which is an empowering motive for the design team to reach new heights and take new risks. “We want our clothes to create an emotional impact with our audience,” Siham explains. “I want the customer to feel as inspired wearing the clothes as I do when I design them.”