TAMARA TOTH is a Hungarian, Budapest based clothing label founded in 2011. Owner and founder Tamara was born and raised at the eastern part of Hungary. She graduated as a clothes designer in 2008 and right after she moved to the capital, Budapest she found herself in the middle of an international fashion competition called Fashion World Offline.
In 2010 she was casted for a TV show (The Designer) where among other young talented designers she was making costumes for the contestants of Megastar (the leading talent show for singers in Hungary around that time)
After the Tv show ended, she decided to kick her own label, the first spring/summer collection was featured by Glamour online in 2011. In a few months leading fashion magazines like Instyle, Marie Claire and Elle started to feature her creations, and more and more fashion related blogs and online magazines started to write about her and the brand.
In the past nearly six years she was dressing actors and singers, participated superexciting projects like So Delicious Fashion (collaboration between designers and pastry chefs) and builded up her brand from brick to brick.
The brand itself is well known from the very beginning of it’s mixed, boho style, where the feminine and sporty cuts are living in a harmony together. Regulars, like slogan tees and sweatshirts are showing up in each season, but there are always some more dressy pieces as well.
In May of 2016 Tamara decided to move to Ireland to discover the Irish and British market, and left the Hungarian one to the group of three, who are responsible for the producing and managing all the PR and marketing pursuits in Hungary.
The brand revealed it’s SS17 collection in the middle of November at Marie Claire Fashion Week. Even though to put some message behind the garments is not new at all in the labels history, this time the designer wanted to talk about some really serious and actual topic, the main inspiration was the fear of the globally growing hate and social inclusion.(Hungarian hate campaigns against Syrian refugees, Russian situation, Brexit, US election result)
The message is clear on the tees (WARning, WE ARE ONE step closer to another World War each day) but there is a message in the fabrics we used as well, crisp white cotton is symbolising peace, denim is freedom, and black materials are the fear of war.
The name of the collection, LORAINNE was chosen after the Lorainne-cross, the symbol of the french revolution, because just like the small group of brave french leaded by Charles de Gaulle, the LORAINNE collection is standing against war, hate and discrimination as well.