Word Up: Siham Elmawey joins Cameo

At just 22, Elmawey has been with the label for three years, working alongside former head designer Kathryn Forth to create the experimenta designs the brand is synonymous with. Since stepping up to the head role last month, Elmawey has been “overwhelmed” by the support. “It’s been amazing; I can’t wait to show everyone what I can do – it’s very exciting,” she says. “At the moment we’re looking for a new member of the Cameo team while designing for the March/April collection for next year.” Elmawey honed her craft at TAFE before beginning work experience – in her second year – at Australian Fashion Labels where she made such an impression she was quickly snapped up for the role of assistant designer. The young creative’s talent and ingenuity is evident in her plans for the new line, which will focus on feminine shapes and bold detailing. “I think we’ve built the brand with a certain aesthetic, so we want to keep that but with a fresh vision. The collection we’re currently working on involves a lot of knotting and ties, twisting details, structured fabrics, a lot of detailing. We’re also just about to shoot the look book for January and that collection has very clean, basic shapes with a lot of beautiful floral prints.” Images, objects and places she comes across from day to day inspire the industrious designer. “We design collections each month,” she explains, “so basically we build our ranges from an inspiration image. It could be a landscape, or a print, or a flower, it could be anything, and we design around it.” Since its beginnings in 2010, Cameo has soared to reach global status, gaining support and attention from fashion icons such as Kim Kardashian and Whitney Port. The homegrown designs are stocked in more than 2000 boutiques, department stores and online retailers around the world. At a local level, the range is available at Adelaide’s BNKR boutique in Rundle Mall. Far from the seasonal collections of most fashion labels, Cameo leads the way in innovative, prolific creation with 11 lines each year. “We do monthly collections, so we’re always changing; there’s something new every month. I think that really sets us aside from other labels. One month you might love a print but the next month there’s a completely different print and a completely different collection. And there are 100 pieces per collection, so it’s crazy times but always good times; it’s so much fun.” Cameo will reveal its October collection ‘Objects’ at a special showcase, Honda Presents A Night of Fashion at the Art Gallery of South Australia on Saturday, September 20. Elmawey said the line is based on the abstract shapes and lines found in daily life. “It’s a pretty bold collection for us; beautiful spirograph geo-prints, lots of pleating, lines, funnel necklines. It’s quite quirky and interesting.” Next on the cards is a trip to fashion capital New York, where Elmawey will join the Cameo team for a conference in September. The young designer will also be looking to gain some inspiration for future collections. “We’re hoping to go to [New York] Fashion Week but we’ll see if we can fit it in. There are also a couple other projects up in the air; we’ll soon be introducing accessories like bags and clutches and shoes, all to come in November. I think we’re growing; you go out on the weekend and see everyone& wearing our label; it’s such an exciting thing.” Honda Presents A Night of Fashion Art Gallery of South Australia Saturday, September 20 anightoffashion.com.au cameothelabel.com.au