Not so basic! CHAM founder Christy Cham is giving everyday staples a serious upgrade with her better-than-basics line of long sleeves, tees, dresses, skirts, pants, cardigans, and more, already worn by Ariana Grande and Khloé Kardashian.
Before launching in 2023, Cham worked as a costume designer on film sets with directors including Martin Scorsese, giving her a behind-the-scenes look at the power of a good outfit.
“There was a gap in the market for high end basics and something that was giving you more than just a t-shirt, but not a blouse,” she tells ET.
When dreaming up the pieces she wanted in her own closet, Cham turned to Cindy Crawford, Kate Moss, Claudia Schiffer, and other style muses, even naming designs after them.
“Those ’90s icons are the people who inspired me most when I first started CHAM. The simplicity of the ’90s where the most important thing was fit and fabric is what I’ve always loved,” she explains.
Naturally, those elements became the foundation of the brand, starting with its proprietary fabric made to feel like a second skin.
“Working in costume design taught me that the ultimate goal is to make someone feel confident in what they’re wearing. … I also learned that everything is amplified on camera. A fabric can read differently, colors can appear brighter, and even a small fit issue can suddenly look messy on screen,” she notes.
“I wanted something sheer, but not too sheer; stretchy, but that would still hold you in, and something that looked high-end and not just like workout material.”
The silhouettes have a few tricks up their sleeves too, with keyhole necklines, slits, off-the-shoulder styles, cutouts, mini lengths, and more, adding a little something extra to everyday staples.
“When fitting actors, everything had to be incredibly precise. We learned all these little strategies with proportion and fit to create the illusion of a longer torso, slimmer arms, or a more flattering shape. It made me a perfectionist about fit, proportion, and fabric, and really taught me how much the right clothing can transform the way someone looks, 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 getting dressed that much easier.
“I choose colors that work well together so they can be easily mixed and matched. I keep the tones softer and focus on flattering undertones, while offering enough variety that everyone can find a color they naturally feel good in,” she says.
And because what’s underneath counts too, the fashion expert took the label one layer deeper by launching undergarments, which she celebrated at Body Shop in West Hollywood, California, on Oct. 3.
“I wanted to create something that was simple, but still sexy that makes a woman feel her best without showing under tight or sheer clothing.”
For anyone looking to make their basics a little less basic, CHAM also offers a wide variety of charms for a playful, personal touch.
“I’ve always gravitated toward cute accessories that make an outfit feel a little less serious and more fun. It feels very in line with fashion right now and the whole whimsymaxxing idea. I’m constantly clipping charms onto skirts, tops, or bags.”
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