Sustainable Fashion at LFW took on a very different meaning this season, thanks to Tammam’s SS26 collection, where couture-inspired looks walked not in a hall or gallery but down Camden High Street. This bold choice transformed one of London’s most eclectic streets into a runway for all. It was a showcase of sustainable fashion innovation and collaboration, and it made history with the first garments ever shown in UK-grown cotton.
What I took away from this show was that the manifesto is that fashion belongs to everyone, and the future is collaborative, democratic, and sustainable.
When people think of London Fashion Week, images of exclusive venues and velvet-roped front rows usually come to mind. This was a refreshing change and a much-needed shake-up.
I love luxury fashion, elegance and opulence, but we have to keep fashion real – and accessible to the majority, and this is where most LFW runway shows fail – it’s elitist. For me, sustainable luxury isn’t about what something costs to buy, it’s about what it costs to make (resources used), who made it (fair labour), how it was made (understanding the process), and why it was made – there’s a whole story to tell
Camden High Street Becomes a Runway for LFW
The setting was iconic. Camden High Street, with its bustle of markets, commuters, and Londoners, became a stage where couture met community. Passers-by became part of the audience, creating an atmosphere that blurred the lines between high fashion and everyday life.
By choosing Camden, Tammam challenged the exclusivity of traditional fashion shows and reminded us that sustainable fashion is not a niche – it’s a cultural movement.
Camden has always been synonymous with cultural rebellion, from its legendary music scene to its countercultural style. This show paid homage to that history while reimagining Camden’s future as a hub of sustainable, values-led creativity. Commissioned by Camden Council as part of their 60th anniversary programme and high street pedestrianisation project, the show also aligned with the British Fashion Council’s pledge to bring fashion “inside out,” making it more accessible to wider audiences.
Collaboration at the Heart of Tammam SS26
Before unveiling her collection, Lucy Tammam used her platform to spotlight others: Stuart Trevor’s upcycled brand demonstrated how reinvention can feel bold and exciting. Beyond Retro gave vintage and second-hand finds their moment on the catwalk.
Wild Daisy and other independents brought a playful energy that reflected London’s creative diversity. Students and amateur designers were also included in the line-up through a reinvention competition, with finalists set to receive further training at the Tammam studio – a sign of Lucy’s commitment to nurturing the next generation of sustainable designers.
This spirit of collaboration over competition set the tone. It proved my belief that no single brand can change the fashion industry alone. Systemic transformation requires collective effort. We all have a part to play in seeing the industry become a force for good.
LFW Sustainable Fashion Innovation: GoodDrop UK Cotton Debut
The most fascinating part of the Tammam SS26 collection was the debut of UK-grown cotton, a world first in fashion history. I was lucky enough to be sitting in front of the team that shared their story and vision with me for UK cotton. Tamman partnered with GoodDrop, the vertical farming start-up, to create a dramatic cape dress that embodied the potential of low-impact, localised cotton supply chains.
This innovation matters because cotton is one of the most resource-intensive fibres globally. To see a piece made from British-grown cotton shown at LFW signals a step forward. The industry needs more transparency, and local sustainable supply chains could reshape the future of British fashion.
LFW Sustainable Fashion: Shiringa Bio-Leather
Another sustainable material innovation was the use of Shiringa bio-leather, a natural rubber-based textile sourced responsibly from the Amazon. Which I believe was used as a barely there bra-top featured in several looks. It’s exciting to see next-generation fabrics being used at LFW – innovation doesn’t have to be edgy, unfinished or grungy, it can be as elegant and timeless as traditional fabrics.
LFW Sustainable Fashion: Planet of the Grapes Waste Dyes
At Tammam SS26, flowing pale pink skirts were dyed using pigments derived from grape industry waste. These eco-friendly dyes gave the garments a delicate blush while showcasing circular innovation, transforming by-products into beauty. Toxic dyes have been used in fashion for many decades, costing locals their health and damaging ecosystems. To see natural dyes used in this collection was amazing.
What Tammam SS26 Innovation Means for British Fashion
The innovations shown on Camden High Street were not just important for Tammam; they carried broader significance for the British fashion industry.
- Localised supply chains: UK-grown cotton shows that Britain could reduce reliance on imports, cutting emissions and building resilience.
- Material leadership: Bio-leathers and waste-derived dyes position British fashion at the forefront of textile innovation.
- Cultural shift: Taking couture to Camden democratises fashion, breaking down elitist barriers and redefining investment in sustainable, high-quality fashion as aspirational but not out of reach. Tammam and collaborators showed there is an entry point for all budgets.
- Collaboration as a strategy: Sharing the runway with other sustainable brands set an example of how the UK fashion ecosystem can grow stronger by working together.
If the wider industry embraces these shifts, Britain could establish itself as a global leader in sustainable fashion and material innovation.
Tammam SS26 Camden as a Catwalk
Tammam’s approach to unveiling the new collection was certainly different.
These are the main takeaways from the show that go beyond the aesthetics:
- The Tammam SS26 collection shown on the Camden High Street catwalk will be remembered not just as a collection, but as a statement:
- Fashion must be democratised, open to all people and all communities.
- Sustainable fashion, responsible sourcing, fair trade and material innovation are the new benchmarks of luxury.
- That collaboration and friendships within the industry and with us, the consumers, are the foundation of change.
This was fashion with a conscience, proving that LFW Sustainable Fashion can be aspirational, unconventional, accessible, democratic and responsible.
A Personal Perspective on Tammam and LFW
I’ve watched Lucy’s brand evolve over the last 10 years, and it’s great to see an independent, sustainable fashion brand like TAMMAM in the LFW line-up. I know it’s not easy or cheap to build awareness of alternative ways to ‘do fashion’. I applaud Lucy’s approach and am excited to see where this show takes her.
As a stylist, I see the potential for innovations like UK cotton and bio-leather to move from the runway to our everyday wardrobes. This could be what the British fashion Industry has been waiting for.
This show may have lacked the high-level luxury associated with typical couture, but instead, it had sass, attitude, and a distinct point of view. Even though not all the outfits showcased were to my taste, I still left the show inspired by the sheer creativity and innovation on display. I knew Lucy’s work would be about more than just the catwalk. I’m excited to see what is next for TAMMAM.
Did you make the show? What did you think – is material innovation something that will influence your choice of brands to support in the future?
