amato dubai fation week couture
AMATO Couture revealed that the atelier will be the opening show of the first-ever Dubai Fashion Week to be held in Dubai Design District on March 10, 2023.

AMATO is set to present an ensemble of his ‘iconic-pieces’ over the years in the fashion business. “All the best and most iconic pieces that I have made in my career will be coming out on this show, with a new twist.” said Amato.

Furne Amato, Founder and Creative Director of AMATO Couture teases with details from his upcoming show at DFW, “As a heritage brand from Dubai where I started more than 25 years ago, this brand is the epitome of Dubai’s progress and ambition. I literally started this brand from the ground up along with how this city lived up to its dream and vision. I am so happy that finally we can call Dubai a force in fashion by including Dubai on the official calendar of the Fashion Week brand.”

amato dubai fation week couture

The show is expected to present a signature AMATO Couture presentation — artsy, theatrical and bold. Fashion artistry and craftsmanship will be the highlighted elements for this show. Through artistry, Furne Amato communicates his emotions.

Speaking about what people and fans can expect from the show, Amato commented: “I will stick to my DNA — textures, textile manipulation, edgy silhouettes, religious-inspired styling and maximalism. They will see the arts and craftsmanship that me and my team are putting to create these masterpieces. I want to highlight the artistry behind those beautiful dresses and as always, this is what AMATO Couture has been championing since the very beginning.”

Josh Yugen – Fashion PR

Commenting about the launch of Dubai Fashion Week, Dubai PR Maven and fashion PR expert, Josh Yugen commented: “Dubai Fashion Week is a fruit of collective hardwork of people behind the scenes building the fashion scene in the city. It is great to know that we can celebrate this success this season and this will be a start of a more diverse and accepting fashion industry landscape in the city where true artists and talents will emerge on top for the world to see.”

ABOUT AMATO by Furne One

Furne Amato

Launched in 2002 UAE, Amato, which means ‘beloved’ in Italian, is the brainchild of the much-awarded creative designer Furne One, who partnered with textile expert Rashid Ali, to build this Avant Garde label. From the very first collection, Amato touched a chord with the region’s fashion elite. Inviting UAE’s beautiful women to a style renaissance, Amato broke the glass ceiling through a symphony of style and creativity. Words like ‘inspiring, intriguing and innovative’ are only a few of the compliments showered by Amato’s discerning clientele on Creative Director Furne One.

With an inherent passion for couture, Furne fearlessly shows out-of-the-box, unconventional yet outstandingly chic collections. Not a trend follower, he uses his fabric as a canvas for creating ensembles that are not only fashionable but artistic as well.

“My creativity is inspired by my mother and grandmother’s quintessential style that coloured my vision. I have always tried to create exquisite and ethereal designs tempered with a silent touch of strength. My collections aren’t for the faint hearted woman, but one who is comfortable in her skin; her clothes are but a foil to reflect her inner persona.” Amato started as a dream between two creative entrepreneurs, based on three core values – cutting edge creativity, fashion as an art form and innovation.

In keeping with couture traditions, Amato textures its own fabrics, fashioning lavish materials, detained with rare embellishment techniques. Using signature cuts, Amato has a visual directory that goes from romantic Shakespearean tales of a different era to the sensual styling of Mata Hari meeting modern Space Sirens – their creative team seeks to push the style envelope. “We want to create a visual and sensory experience for our clientele,” Rashid and Furne explains.

Reflecting this aspect of the label, it consistently pushes parameters, evolving from being a Dubai-based label into a global one. Working the fashion week circuit in Los Angeles, New York, Dubai, London, Miami and several other events around the world, Amato has been winning accolades for every presentation.

Amato is UAE’s first global designer brand that has earned itself an international cult following – from royalty to international celebrities – supermodel Heidi Klum and Tyra Banks to singing sensations such as Beyonce, Katy Perry, Lady Gaga Jennifer Lopez, Nicki Minaj, Shakira, Nicole Scherzinger and Jessie J. are all loyal patrons of the paradigmatic couture house.

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