Lil About Amato Couture
Amato brand was launched in UAE in 2002 by Furne Amato. Amato couture is an Italian word which verbally means ‘beloved’.
This inborn talent of designing couture and every time creating something out of the box is unconventional yet mesmerizing to eyes. Amato Furne isn’t someone who will follow trends set by designers or forecasters; he creates new ideas through brain storming and uses his fabric as a canvas for creating ensembles that are not only fashionable but artistic as well.
From his first collection “Unveiled Soul” in 2004 until “Love is a Battlefield” in 2015, every ensemble is a tribute to the silent strength of women.
What Amato has to say about him?
“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 initially started as a dream between two creative entrepreneurs, based on a three core values – cutting edge creativity. Fashion is to create something of your own rather than follow!
To add more about his work,
Amato is UAE’s first global designer brand that has earned itself an international cult following. He has worked with several national and international models such as super-model Heidi Klum and Tyra Banks to singing sensations such as Beyonce, Katy Perry, Jennifer Lopez, Nicki Minaj, Shakira, Nicole Scherzinger and Jessie J. are all loyal patrons of the paradigmatic couture house.
Amato X Fashion Forward Dubai
Fashion forward is a platform for fashion weeks, held in Dubai. Designers from Middle East get the chance to showcase their pret e portals, accessories, cat walk shows and haute couture designers showcase theme based collections.
Amato being the pioneer of fashion in UAE has consecutively participated in FFDXB for 10 years and nonetheless he has always been the one, closing the show in a row!
Upon inquiring about his highly appreciated clienteles, Amato mentioned
“Dubai is like a melting pot for nationalities, it’s like the New York of the Middle East, so there are a lot of influences from other areas. Before, it was really difficult to start a fashion label because the whole city was just starting, and it’s not overnight that you can have a fashion industry. Nobody helped us; we had to do it ourselves."
As Amato has been called to be the promoter of the avant-garde, his work not only was limited to the attires but the accessories as add ones to the look as well.
As much as the theme sounds rebellious, the whole look went a long way with the theme from makeup to accessories and his exquisite collection.
The collection highlighted heavily embellished gowns, organza, intricately designed laces over net, beads, tulle and feathers galore.
The collection was based on all off-white fabrics with the same color embellishments. Amato showcased long flowy gowns, caped body apparels and tailored statement suits. An amazingly designed out of the box look included a voluminous, heart-shaped bodysuit of pale Yellow color. To add more catholic touch he worked hard on the architectural head gears worn by models. Models had a very subtle makeover on. Some models were spotted bald as per theme while others BLONDE!
His men collection included plain off-white loose pants with a lace vest inside and embroidered hoodies. The silhouettes were all tailored to romantic and rebellious aura.