CHROMISM 26/27 by The BAM Collective: A Fashion Presentation on Attraction Arrives this August

The BAM Collective unveils CHROMISM, their 26/27 collection by Creative Director Jacques Bam, on Friday, 28 August 2026. Debuting at the breathtaking GROUND The Venue, the runway presentation brings together a new body of work, live performance and a carefully curated guest experience.

The show is made possible by its sponsors: A1 Drinks, Carlton Hair, Catrice Cosmetics, Kalon Wellness & Bra Studio, Magiesvol, SOEK Sunglasses and Wild Africa Cream.

CHROMISM - The Bam Collective from ROMANTICISM collection Image by Pierre Van Vuuren | What's on in Joburg — From The Bam Collective’s ‘ROMANTICISM’ 2026 collection | Image by Pierre Van Vuuren

CHROMISM 26/27 finds its conceptual roots in concepts of transformation

Before a garment is worn, admired or remembered, it must first capture attention.

CHROMISM takes its name from the scientific phenomenon in which a compound changes colour in response to external conditions. It became a metaphor for fashion’s ability to shape perception. Fashion is never experienced all at once; it is encountered through movement, changing light and shifting perspective.

And, only in motion does a garment fully reveal its presence. By revealing itself gradually, fashion does more than capture attention; it sustains it, transforming a passing glance into enduring desire.

With that in mind, the collection explores the relationship between attraction and perception through silhouette, texture, proportion and colour, therefore considering fashion not simply as something to be worn, but as something to be experienced.

CHROMISM - The Bam Collective from GRAPHISM collection Image by Pierre Van Vuuren | What's on in Joburg — From The Bam Collective’s ‘GRAPHISM’ 2026 collection | Image by Pierre Van Vuuren

What to expect from the collection

Unfolding across a vibrant spectrum of colour, CHROMISM explores how colour transforms what we see and how we experience fashion itself while balancing sharp tailoring with softer silhouettes, sculptural volume with fluid movement, and bold theatricality with quiet refinement.

Sculptural fabric flowers, oversized striped bows, glittering sequined surfaces and individually placed feathers emerge as recurring motifs, while statement hats and jewellery extend each look.

CHROMISM celebrates fashion as an act of imagination. Every look reveals new relationships between colour, texture, light and movement, sustaining attraction through the constant promise that there is always something more to see.

A fully curated show featuring activations

The presentation of the collection features a live performance by acclaimed South African drag artist and vocalist ADAM ‘The Drag Diva’, whose theatrical artistry and commanding stage presence embody the same principles of attraction, transformation and spectacle that underpin CHROMISM.

The collection unfolds as a series of carefully orchestrated encounters, where audiences can linger and discover something new with each look. Striking makeup and commanding, deliberate walks extend the collection’s visual language beyond the garments, transforming each appearance into a moment of theatre. The presentation also features a cast spanning generations, body types and gender identities.

Beyond the show, there are also activations to be experienced: SOEK Sunglasses South Africa introduce guests to its distinctive sustainable eyewear through an interactive brand activation and A1 are keeping everyone refreshed with a vibrant range of African-inspired craft sodas.