Tamara Introduces AW18

In 1998, I opened the doors to our first shop in Notting Hill. 20 years and 60 stores later, we are still very proud to be a London-based brand. In celebration of our home city, our new collection today is inspired by it’s incredible diversity.

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We had so much fun designing this collection, it's our 20th anniversary and we decided it was time to bring it back to our home and heritage. We explored all four corners of the city, North, South, East and West and were really struck by the diversity of the city. From street art in Shoreditch to the famous pastel houses of Notting Hill, via London's parks (there is more green space here than any other city in the world) we explored every corner. We then took all these ideas from our trips and produced an amazing moodboard.

London’s edginess has always been a huge inspiration for me, particularly the street style. As a city we have a real effortless look with an edge, there is something so unique about it. The individuality of British style has lead to our most fashion-forward pieces to date. We looked at 90s icons for styling inspiration from the Spice Girls to Naomi Campbell, so you'll find some really cool silhouettes, retro pieces and pops of colour alongside our signature bum-sculpting leggings.

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From the London commute to pigeons.

We were really struck by the humour as we travelled round London, it's a real uniting factor in the city. We've reflected this through our prints, which really tell our story. One of our designer's Julia has an hour and a half commute each day, so she was really struck by how the underground unites different areas of the city. This translated to a print inspired by tube seats and the sayings she hears on her journey. From pub carpets, to pigeons and china tea cups, these are a really fun way of celebrating the city.

I hope our new collection inspires you to get active and style up your look from studio to street. It’s been so much fun to design and I can’t wait to see how you style it.

It's time to style it up, shop our new arrivals today.

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