– The New Men’s Collection is Entitled ‘Long Awaited Rain’ Highlighting the Colour Spectrum of India’s Vivid Hues –
“Vivid Brights are the New Black” – Furne Amato
Dubai, UAE – JULY 2022 – 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 was also 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 was showcased June 30th at the finale show of Arab Fashion Week at Building 7 of Dubai Design District.