furne amato
AMATO by Furne One will be showcasing virtually his latest collection at the virtual fashion festival in Singapore organized by The Front Row.

Known as one of Dubai’s pillars of fashion couture designing, internationally recognized and critically acclaimed fashion house, AMATO by Furne One, will be showcasing virtually for the first time outside the UAE, his latest collection at the virtual fashion festival in Singapore organized by The Front Row. His presentation will be live at the https://thefrontrow.style on August 26, 2020, 4 PM Dubai time.

The fashion presentation done through a short film is a full-beige limited-piece Collection inspired by the art of cathedrals, churches, and old architectural buildings during his recent trip to Portugal. The details of his artwork in each dress is a mix of intricate embroideries, handcrafted Eastern traditional techniques matched with the finest fabrics from Italy, Paris, Switzerland, Pakistan, and India.

The overall visual styling is inspired by the globally renowned artists Christo and Jean-Claude who have created impactful artworks for the environment and is known for their monumental wrapped piece ‘Wrapped Reichstag’ – wrapping the Reichstag with a use of fabric recalled classical traditions of representing space and bodies in voluminous, carefully modeled pleats, folds and drapes. The inspiration of the art, they contend, is simply to create works of art for joy and beauty and to create new ways of seeing familiar landscapes. Furne One believes that ‘it takes a much greater courage to create things to be gone than to create things that will remain.’

The main color motif of the collection is Buttermilk Cream as it represents versatility, sophistication, elegance, and softness.

Furne One uses organic organza and sack material, or else ethereally light in tulle and feathers, the silhouettes were all manners of ceremonial, romantic, and regal. There are floor-sweeping trains and thigh-high slits; peaked shoulders and one-shoulders; cape sleeves; enveloping robes and stricter columns. The embroideries are exceedingly lavish, suggesting auspicious flora and fauna but more abstract than figurative, as though rendered in movement, as well as tracery patterns that would be found on royal garments. There are also several dresses whose surfaces display not a single sequin or bead; most certainly, these will be well received for existing outside the theme.

 Art should serve a higher purpose than to entertain aristocrats. Art should educate people about virtue and a higher moral purpose.-says Furne One

ABOUT AMATO by Furne One

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 colored 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 a three core values – innovative 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 – super-model 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.