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It’s not that basic! CHAM founder Christina Cham gives everyday staples a big update with the better-than-basic line of long-sleeves, tees, dresses, skirts, pants, cardigans, and more, already worn Ariana Grande and Khloe Kardashian.
Before launching in 2023, Cham worked as a costume designer on film sets with directors including Martin Scorsesegiving her a behind-the-scenes look at the power of good clothes.
“There was a gap in the market for high-end basics and something that gave you more than just a t-shirt, but not a blouse,” she told ET.
When she was dreaming about the pieces she wanted in her own closet, Cham turned to them Cindy Crawford, Kate Moss, Claudia Schifferand other style muses, even naming designs after them.
“Those images of the 90s are the people who inspired me the most when I first started CHAM. The simplicity of the 90s where the most important thing was fit and clothes is what I have always loved,” she explains.
Naturally, these elements became the foundation of the brand, starting with their proprietary fabric made to feel like a second skin.
“I learned by working in costume design that the ultimate goal is to make someone feel confident in what they are wearing. … I also learned that everything is magnified on camera. Clothes can read differently, colors can appear brighter, and even a small fitting issue can suddenly appear on the screen,” she notes.
“I wanted something straight, but not too strong; stretchy, but that would still hold you, and something that looked high and not just exercise stuff.”
The silhouettes have a few tricks up their sleeves too, with keyhole necklines, slits, off-the-shoulder styles, cut-outs, mini-lengths, and more, adding a little more to everyday staples.
“When fitting actors, everything had to be very precise. We learned all these little strategies with proportion and fit to create the illusion of a longer torso, slimmer arms, or a flatter figure. It made me a perfectionist in terms of fit, proportion and clothing, and I really learned how the right clothes can transform someone’s appearance, and more importantly, how they feel.”
That attention to detail also carries over to the color palette, with shades of red, brown, black, cream, navy, orange and green, all chosen to make dressing that much easier.
“I choose colors that work well together so they are easy to mix and match. I keep the tones softer and focus on flattering feelings, and offer enough variety that everyone can find a color they naturally feel good in,” she said.
And because what’s underneath counts too, the fashion expert took the label one level deeper with the launch of underwear, which she celebrated at the Body Shop in West Hollywood, California, on October 3rd.
“I wanted to create something that was simple, yet sexy that makes a woman feel better without showing up under tight or sheer clothes.”
For anyone looking to make their basics a little more basic, CHAM also offers a wide variety of charms for a personal, fun touch.
“I’ve always gravitated towards cute accessories that make an outfit feel a little more casual and fun. It feels right in line with the fashion of the moment and the whole whimsymaxxing idea. I’m always clipping charms on skirts, tops or bags.”
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