Jessie Tims

Cameli is a conceptual fashion brand developed by Jessie Tims, specialising in unisex, tailored streetwear inspired by the bold, oversized silhouettes of 90’s rap and RnB fashion culture. Driven by Jessie’s personal experience growing up under the pressure of gendered stereotypes about how women should dress, Cameli reimagines fashion as a means of authentic self-expression through adaptable and inclusive clothing.

At the heart of the concept is versatility. Each piece features adjustable and modular elements that allow wearers to easily transition between oversized, fitted, smart, or casual styles depending on mood or occasion. This promotes mindful consumption by encouraging creativity and reducing the need for excess. Signature items, such as a long-line coat can be worn over 38 different ways, exemplify Cameli’s commitment to functional, expressive, and sustainable design.

Visually, Cameli draws on Jessie’s appreciation for editorial fashion photography, contemporary art, and the unique contrast between rural bringing and urban culture. These influences come together to create a clean, refined aesthetic that tells a compelling story through style.

Beyond the brand, the project encompasses a comprehensive creative process, including brand development, marketing and launch strategy, store concepts, and brand extensions such as The Lounge – a community bar designed to promote musical talents and foster collaboration – and an expansion into adaptive furniture that adjust to fit any space. This demonstrates a 360-degree approach to building a meaningful fashion concept.

More than a brand, Cameli is envisioned as a safe space and community, offering a platform for connection, individuality, and cultural exploration. Targeted at Gen Z and younger Millennials, the concept challenges traditional fashion norms but embracing adaptability, inclusivity, and purpose-driven storytelling.

Winner – Creative Vision in Brand Storytelling Award
UCA Business School Awards 2025