For the ninth time, AMATO Couture closes another season of Arab Fashion Week Men’s Edition and this time in full spectrum of colours inspired by the bold and bright hues of India.
A complete opposite to his previous men’s collection where he launched full white ensembles, this season, AMATO Couture dropped uniquely and newly blended colors matched with experimental silhouettes which the brand is known for, including fabric manipulations and unconventional mixture of fabrics from lace, tulle, silk, cotton, and leather.
Speaking about his latest collection: “I was fascinated by the idea of having a moment of realization and celebration.”
His idea was to intensify the senses and make the audience look at the details of each garment – the silhouette, the neckline, the surface decoration – rather than focusing on “looks”. Ultimately, he said, he wanted to celebrate the character and diversity of each model to stand out, rather than what their appearance represented.
Aside from this story, I was also inspired by India’s diversity — from culture, religion, languages, geography and everything in between. Their unique differences while building one nation really inspires me — I want to dig deeper and find out how these uniqueness made them create dimensional colours that we only see within our naked eyes
For Amato, whose work always revolves around the celebration of individuality and diversity, the colour blockings – which is, in essence, representation – was meant to draw the observer’s attention to the character wearing the clothes.
Additionally, a new campaign video will be unveiled at the show starring AMATO Men Muse Sajad Pourhasan shot and directed by Pradhyumansinh Solanki of Crossover Studio, Photographed by Tejaswi Ghagada and Hair and Makeup by Carla Fuentes
The 34-piece collection will be showcased tonight at the finale show of Arab Fashion Week at Building 7 of Dubai Design District.
Launched in 2002 UAE, Amato, which means ‘beloved’ in Italian, is the brainchild of the much-awarded creative designer Furne One Amato, 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 Amato.
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.
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, Mariah Carey, Ariana Grande, Katy Perry, Lady Gaga, Jennifer Lopez, Nicki Minaj, Shakira, Nicole Scherzinger and Jessie J. are all loyal patrons of the paradigmatic couture house.