Characterised by its directional, experimental and visionary designs, Cameo sets out to create an innovative way to dress. Heavy but touch-soft fabrics, direction prints and a polished finish encompass the Cameo signature aesthetic. Cameo is a new breed of design which has developed cult status globally and is garnering much attention from fashion influencers and creative such as Whitney Port, Jessica Alba, Kim Kardashian, Aimee Song (Song of Style), Geri Hirsch (Because I’m Addicted), Jennifer Grace (Native Fox) and Margaret Zhang (Shine By Three). Since its inception in 2010, Cameo the Label has grown to stock in over 3000 boutiques, department stores and online retailers such as David Jones, Anthropologie, Planet Blue, The Iconic and The Fashion Bunker. Each of Cameo’s 11 yearly collections are created around a central theme. This concept is teased out through the shapes, fabrication and design details of the garments. “Every step of a garment’s creation involves directed artistic input,” says Head Designer Kathryn Forth. “From the drawing stage to blocking the pattern pieces, from developing the exclusive fabrication to designing the prints or artwork to grace the fabric.” The central theme is encapsulated by the beautiful lookbooks and campaign imagery which encompasses each collection. To wear the Cameo design is to embrace a creative concept and lay further expression upon it. Each time you wear a Cameo piece, it continues to evolve with your own unique personal exploration. “Styling a cameo Cameo garment is more than just complimenting design. You are creating an overall look which reflects your mood or evokes the persona you want to project for that day.” Cameo ambassadors can be found in thousands across the globe, but no two are the same. We are ever changing. The collection showcasing at MBFWA is titled ‘Optics’ and is inspired by the refraction of light; it's behaviour and properties including its interaction with matter. This concept is explored with the use of prisms shapes, holographic prints and neon colours.