AMATO COUTURE

Poetic, Dramatic & Extraordinary

In the fashion scene of the UAE, there are a few designers who bring fresh ideas and inspiration to the table. The fledgling Amato Couture, founded in 2002, is one of them. Created by the acclaimed designer Furne One in partnership with textile expert Rashid Ali, Amato Couture’s collections have dazzled the region’s elite and brought a bold new style to the scene. They have risen rapidly to the upper echelons of high fashion, and they are usually the climactic presentation at fashion shows, drawing lines that stretch round the block. Among Amato Couture’s clients are Beyoncé, Katy Perry, Britney Spears, Ke$ha, Nicki Minaj, Jennifer Lopez and Rita Ora.

GLOSS had the chance to chat with the duo and learn about their origins, their future and what brought them to the UAE.

How did Amato Couture begin? Tell us a bit about the behind the scenes and the team involved.

Furne One: It all started when I won a major fashion design competition in the Philippines. Designer, Josei Natori took me under her wing and brought me to Paris and New York to work for her as an apprentice. I was young and adventurous. Dubai seemed like an exotic adventure for me. It was a new and growing city that held so many possibilities.

Through the years, the Amato Couture family has grown and evolved. People will always come and go, that’s life. But these individuals will always be a part of Amato Couture’s history and evolution.

How has your work evolved since then?

Furne One: Dubai has changed in the last couple of years since I came. The women have embraced a brand-new style, and as a designer, it is important that you know how to look outside of your comfort zone. The challenge is to learn and adapt to the changes of the fashion world yet remain true to your aesthetic. It is essential to create a balance between the designer’s artistry and creativity with the business side of it all.

My biggest competition will probably be – myself.

Describe your creative process.

Furne One: I find the entire creative process very fulfilling as it is exciting. From conceptualising ideas and sketching the design, to the sewing and finishing, it still amazes me how a simple imagination can come to life. Being able to create a dress that people appreciate is the most rewarding experience for any designer. Moreover, what matters is that you create something that speaks to your audience and make them see your vision.

What is that single unique selling point that Dubai has in your heart and that keeps you here?

Furne One: When I first came to Dubai, I knew right away that it had the potential to grow into a thriving fashion destination. There is so much untapped talents in the region that need attention. I think that Dubai’s fashion scene offers a unique mix of different styles, aesthetics and cultures.

If you could go back and tell yourself one thing before beginning your career what would it be?

Furne One: I would tell myself to do exactly what I want. If I had done anything differently in the past, I don’t think I would be who I am today.

What inspires you?

Furne One: I am inspired by many things. From movies to music, places I have travelled to and the people I meet. Inspiration can be found in the most unexpected places. All you must do is open not only your eyes, but also your mind.

Which celebrity do you think wore Amato Couture the best?

Furne One: I cannot really pick one. All the celebrities that have worn Amato Couture had unique personalities and individual sense of style. They were beautiful in their own way and were unapologetic for being themselves which is what Amato stands for.

What is the simplest design you think could be in for all seasons?

Furne One: A simple black dress.

Inspiration can be found in the most unexpected places. All you must do is open not only your eyes, but also your mind.

Who do you wish to style in the future?

Furne One: Cate Blanchett. She really is the ideal Amato woman. She has style and substance. Cate dares to wear anything out of the ordinary but remains elegant and graceful. She is not afraid to look different from the other celebrities – which I think will make her an exquisite muse.

How would you describe your personal style?

Furne One: Personally, my style is very simple, clean and classic. For my creations, I aim to create dresses that are dramatic and opulent.

Are there any types of clothing that you avoid wearing?

Furne One: Neon.

In your opinion, what are the three must-have items in a closet?

Furne One: A little black dress, stilettos and big black sunglasses.

Your fashion pet peeves?

Furne One: People who chase after fads or trends just to fit in.

Do you believe in competition? If so, who do you think of as a competition?

Furne One: My biggest competition will probably be – myself. When I create a collection, I try to challenge myself each season to push the envelope and raise the bar even higher. It’s the only way to grow, evolve and become a better designer and artist.

You have come a long way since establishing Amato with Furne One. Who do you owe your success to?

Rashid Ali: I can map my growth along with Dubai’s as the skyline changed, here under the vision of our leader Sheikh Mohamed it inspired dreams in us the citizens of Dubai. I grew my company inspired by His Highness.

What is the thing you love most about working in fashion?

Rashid Ali: Seeing artistry, creativity and innovation through different perspectives. It’s just fascinating how designers can translate their vision in their own unique way.

Define your work process. How and where do you pick and choose textiles from?

Rashid Ali: From a young age, I was exposed to textiles from my father’s business. Through the years, I guess one can say that I now have a penchant for collecting different kinds of fabrics that I gather through my travels. With Amato, we make it a point to create new and innovative way to utilise fabrics, making it our own, giving it the signature Amato Couture touch.

Do you follow the Pakistani fashion scene? If so, how do you think the industry has evolved?

Rashid Ali: Pakistan has definitely caught up with the international fashion scene. The fashion industry is slowly growing and developing.Talented individuals who each have their unique styles that make things more interesting.

Do you plan to expand Amato Couture to Pakistan?

Rashid Ali: Anything is possible.

Name some Pakistani celebrities you think would carry Amato Couture very well? Perhaps someone you want to work with?

Rashid Ali: Mehwish Hayat. She has worn Amato Couture before and she looked beautiful. Her grace and poise carried the dress and not the other way around.