– Furne Amato will showcase an Ocean-inspired collection to further raise awareness on environmental issues and sustainable fashion –
Dubai, UAE – AMATO is back to close the fashion week! Finding its common ground between sustainability, AMATO Couture continues its commitment to conscious fashion practices for his latest Fall/Winter 22/23 Collection at Arab Fashion Week.
Channeling the spirit of noble sailors, the campaign visuals explore the relationship between body, nature, and water depicting its free-flowing aesthetic. With the combination of advanced textile research and practical design, the brand finds common ground between sustainability and functionality. Embracing the marine aesthetic with an all-white color palette, contrasting stitching, and offset silhouettes collection, it features an array of lightweight garments, the men’s collection offering includes a selection of anoraks, capes, blousons, and Bermuda shorts, with the womenswear consisting of cocktail dresses, gowns, and catsuits. Long gowns were layered with lace, feathers and tulle, and pulsated like sea creatures as the models moved.
The collection is titled ‘Take Me to the Sea” as Furne Amato’s ode to his love of the ocean. “Sea is my sanctuary, it gives me love, peace and freedom — water and love are both endless and infinite — the only matter that cannot be measured.”
“The limitless potential of love and the sea can change the world and I want to dedicate this collection to raise awareness on the importance of water and its use in the fashion industry. I want to make a statement of encouraging the industry to be mindful of the environmental impacts of creating fashion.”
“In our atelier, we practice slow fashion and upcycling since the very beginning and I want to inspire new designers the same concept so our industry will be sustainable for the next generation.”
AMATO will also be playing a 2-minute fashion film at the beginning of the show starring International model Jelena Markovic and Amato’s first-ever Male Muse Pour Hassan Sajad shot in the coastline of Fujairah by International Filmmaker Pradhyumansinh Solanski and Photographed by Dubai-based fashion photographer Tejaswi Ghagada.
Water usage in the fashion industry
The fashion industry is a huge consumer of water globally. In a world in which around four billion people are already experiencing severe water scarcity for at least one month each year, there’s an important role for fashion, fibre and textile manufacturing to play in minimizing water use in the production of their garments.It’s estimated that the fashion industry currently uses around 93 billion cubic meters of water per year, which is four percent of all freshwater extraction globally. On current trends, this amount is set to double by 2030.
The fashion industry relies on water throughout the production process for textiles and garments. It takes on average 10,000-20,000 litres of water to cultivate just one kilogram of raw cotton depending on where it is grown. Cotton is the most widely used natural material and the second most-produced fibre globally accounting for 24 percent of global fibre production in 2020.