Tamta is no stranger to fashion, but London Fashion Week marked a first for the Georgian-born Greek artist: Stepping onto the runway herself.
On Friday, 18 September, Tamta made her runway debut at Natasha Zinko’s SS27 “Pay Per View” show at Collins Music Hall. Created in collaboration with OnlyFans, the immersive presentation brought together fashion, performance and pop culture, with Tamta, Katie Price and Drea de Matteo among the cast.
Dressed in a camel leather-effect two-piece, Tamta looked entirely at home in Zinko’s world — a natural fit given their longstanding relationship.
“I’ve worn Natasha for years, so walking her show felt very natural, even though it was my first runway,”
Tamta says.
“There’s something in her visual language that feels deeply familiar to me growing up in Georgia, and that sense of recognition has always been part of my connection to her work.”
“Pay Per View” explored visibility, identity and the performance of self, drawing on ideas of surveillance and the panopticon. References to fetishwear, workwear, uniforms, club culture and theatrical dressing blurred the lines between fashion, costume and character, while the OnlyFans collaboration brought questions of attention and self-presentation further into focus.
Rather than simply observing the clothes, the audience became part of the performance, shifting the relationship between performer and spectator. The result felt less like a conventional runway and more like an evolving spectacle, with the clothing forming one part of a wider conversation about image, identity and visibility.
For Tamta, the intersection of fashion and performance is already familiar territory. With more than 300 million career streams, she has built a career in pop while developing a visual identity that extends beyond music. Her work with designers including Mugler, the launch of KIKI MUSIC in 2024 and her 2025 project THE VILLAIN HEROINE have all expanded that creative world.
Her recent releases including “sprite” with TEO.x3, “AUTOTAPINOSI” and “IN BERLIN” featuring Ellize, continue to move between pop, fashion and performance. Her appearances as a speaker at SXSW London and her visually driven live performances have further established an approach that crosses disciplines rather than staying within a single lane.
Seen in that context, the runway debut feels less like a departure than a natural extension of what Tamta has already been building. Her music has a strong visual component, while fashion has become another way to explore movement, character and identity.
There is also a certain symmetry to the moment. Zinko’s collection examined the ways people construct themselves for an audience, while Tamta has spent much of her career doing exactly that through music, performance and image. This time, however, she stepped into someone else’s visual world, becoming part of a collection built around the idea of being seen.
Now working on her next album, Tamta continues to explore the space between music, fashion and performance rather than treating them as separate categories. The runway offered a new setting for that exploration, but one that felt entirely connected to the creative direction she has been developing.
She will return to London on Friday, 9 October, for a headline performance at Colours Hoxton, presenting a new immersive live experience combining music, movement, choreography, styling and new material.
For an artist increasingly defined by the space between disciplines, walking for Natasha Zinko at London Fashion Week feels like a fitting next step – another opportunity for Tamta to expand a creative world where music, fashion and performance can exist side by side.
Feature image by Pexels
