Founding a Luxury Fashion Brand Rooted in Elegance and Ethics

Sheryl Tamayose

Founding a Luxury Fashion Brand Rooted in Elegance and Ethics

As the founder of TSAM World, a women’s luxury clothing brand inspired by enduring family values and a passion for design, I led every aspect of the brand’s creation. From designing the logo, color palette, and website to creating every piece in all of the collections, I established a cohesive identity that reflects the brand's dedication to elegance and ethical practices. I also designed the product branding elements, including woven labels, hangtags, and suit hangers, while ensuring the use of sustainable materials. Additionally, I executed all email marketing and social media campaign strategies, driving engagement and building the brand’s presence. TSAM World was my inaugural entrepreneurial venture, blending creativity, craftsmanship, and responsibility.
TSAM World color palette
TSAM World color palette
Woven labels
Woven labels
Hang tags
Hang tags
Cotton garment bags
Cotton garment bags
Branded suit hangers
Branded suit hangers
Shipping Packaging
Shipping Packaging
Responsive e-commerce site
Responsive e-commerce site
FW21/22 Adapt Collection Lookbook
FW21/22 Adapt Collection Lookbook

Adapt Collection

The Adapt Collection embodies resilience and flexibility, drawing inspiration from my journey transitioning into a new industry. After years of adapting to client challenges in the agency world, I applied the same mindset to overcome the obstacles of developing and launching my first collection. Each piece reflects the creativity and determination it takes to navigate the unknown, making "Adapt" the perfect name for this debut collection.

Resort Collection: A Lush Tribute to Home and Heritage

The Resort Collection draws inspiration from the vibrant beauty of Hawaii and my hometown of Mo‘ili‘ili, where I grew up surrounded by fragrant flowers, lush greenery, and citrusy oranges in my grandparents’ yard. Each piece reflects the essence of island life, crafted with sustainable linen fabrics, recycled wood dust buttons, and deadstock materials. This collection is a celebration of heritage, nature, and conscious design.

Happy Hour Collection: From Desk to Drinks in Style

The Happy Hour Collection was designed to effortlessly take you from office hours to happy hour and beyond. Crafted with a blend of sustainable and deadstock fabrics, these versatile pieces reflect both style and responsibility. The collection’s hues—Pink Lady, Sangria, Cosmopolitan, Mai Tai, and Manhattan—are inspired by classic cocktails, making it a chic nod to life’s celebratory moments. Perfect for every occasion, it’s a toast to timeless fashion with a sustainable twist.

Creative Direction: Bringing the Brand to Life

As the Creative Director for each collection shoot, I worked closely with a Los Angeles-based team of professionals, including a fashion photographer, hair and makeup artist, and stylist, to execute the brand’s vision. I collaborated with the photographer and modeling agencies to select the perfect models, ensuring each shoot embodied the essence of the collection. Additionally, I partnered with a videographer to produce engaging content for social media and the web, creating a cohesive visual narrative that elevated the brand’s presence.
Sourcing sustainable fabrics
Sourcing sustainable fabrics
Going through collection pieces before the photo shoot
Going through collection pieces before the photo shoot
Working with the fashion stylist
Working with the fashion stylist
The hair and makeup artist preparing the model for the shoot
The hair and makeup artist preparing the model for the shoot
Sourcing deadstock fabric
Sourcing deadstock fabric
Collection sketches
Collection sketches
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Posted Feb 2, 2025

Founded TSAM World, a women’s luxury brand, leading design, branding, marketing, and sustainable production across all collections and channels.

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