As Tatty Devine celebrates its 25th anniversary, the brand invites fans to journey through its vibrant history with a monthly blog series highlighting key moments and collaborations.
As Tatty Devine celebrates its 25th anniversary, the brand is inviting admirers and newcomers to take a nostalgic journey through its history via a monthly blog series. Known for its vibrant and playful art jewellery, Tatty Devine has become a hallmark of creativity since its inception. The blog highlights memorable photoshoots and the artistic evolution of the brand, capturing the essence of its founders’ journey and vision.
The exploration begins with the Spring/Summer 2000 collection, dubbed “Wish You Were Here.” At that time, Tatty Devine was still in its formative stages, and the designs, which utilized found objects, were not immediately recognized as jewellery by the public. Co-founder Harriet reflected on how people often asked, “What is this?!” as they navigated the early days of their creative venture. This initial photoshoot involved styling friends and peers in handmade clothing paired with the brand’s distinctive accessories, capturing the moment using a vintage Lomo camera that had been discovered in Russia.
By 2007, significant changes were underway as both Harriet and the creative process matured. The Spring/Summer 2007 photoshoot was held in her unfurnished and stark white flat in Bethnal Green, serving as the backdrop for a DIY project that melded creativity and community. Friends took on the roles of models, showcasing a collaborative spirit while Harriet performed all the tasks, from sourcing clothing to photography, emphasizing the punk ethos of the time.
The Spring/Summer 2010 collection marked a pivotal moment as Harriet collaborated with Tai Shani, a friend and a figure in the contemporary art scene who later became a Turner Prize winner. This approach diverged from past shoots as it opened up new storytelling dimensions, evolving the visual narrative behind the jewellery. Shani contributed considerably by leveraging her access to vintage outfits, aligning with the whimsical theme of “ice cream parlour girl chic.”
The creative direction continued to flourish with each passing year. In 2013, Harriet began to take on more leadership during photoshoots, recruiting a dedicated creative team while establishing a stronger conceptual framework. For the Autumn/Winter 2013 campaign, Harriet presented an imaginative yet intense brief to photographer Jonny Storey, drawing inspiration from the cultural zeitgeist of the 1960s. This shoot was reflective of an experimental mindset as the team endeavored to create an atmosphere that encompassed both the era and the essence of Tatty Devine.
The innovation pushed further into uncharted territory in 2014 when an underwater shoot took place in a luxurious, vacant mansion in Cheshire. This ambitious project showcased not only the jewellery but also the ephemeral beauty of imagery created in a challenging environment. Catherine Laura, who had past experience with underwater photography, was essential in capturing the shoot’s unique visual language without digital alteration.
The collaboration with photographer Xanthe Hutchinson for the 2021 Tatty Devine X David Bowie collection further exemplified the brand’s dedication to artistry and storytelling. Harriet expressed deep appreciation for Hutchinson’s contributions to the brand over the years, noting how their partnership brought an engaging energy to the campaigns.
In conjunction with this retrospective, Tatty Devine is launching the “Party Like It’s 1999” collection, commemorating 25 years of design and creativity. The brand encourages visitors to explore both the collection and the blog as part of its rich heritage, showcasing the imaginative spirit that has defined Tatty Devine since its inception.
Source: Noah Wire Services
