THE BRAND BOOK
We offer a luxe line for her that is bold and unapologetically feminine. We create outfitting for day to night—everyday to special day. We present fresh every season but we are always
We are born out of a small NYC studio and design for everywhere. We express an exuberant love of fashion and adventure.
OUR MISSION
Attract & Fascinate
Drawing attention with shape, construction, texture, and especially color. Clothes made to be Instagram, dance-floor, and red-carpet ready. Let’s give them something to talk about.
OUR 5 KEY VALUES
She says, “I don’t mind being the center of attention.”
OUR 5 KEY VALUES
She says, “What’s Next?”
Bring the New
While we have our re-hits, this is no basics brand. We bring inspired style with every new season. Elevated looks— of the moment and a little ahead.
The Purpose Is Joy Fun and fabulous outfitting for happy occasions, memorable nights, or just because today is special.
OUR 5 KEY VALUES
She says,“Always be celebrating.”
OUR
She says, “I enjoy being a girl, belle, fox, stunner, flirt, babe, bird, hottie, pretty young thing, smoke show, etc.”
She may be a lot of things, but she is a woman first. Sexy is in the details. We make clothes that are unapologetically feminine. 5 KEY VALUES
Just for Her
WearableQuality Fashion
Always-luxurious style made to be worn, cherished, and remembered. Excellent design, construction, and materials.
OUR 5 KEY VALUES
She says, “Totally worth it!”
15 action-packed years. 3 factories based in New York. 77.5K totally organic instagram followers. 115% growth in ecommerce over last year. 100,000 unique visitors to amandauprichard.com per month. 10,521 original patterns. 15,000 yards of silk used each season. The Samba dress one of our most popular styles, has sold more than 20k units to date. 4 seasons. 12 deliveries 52 weeks a year of loving every minute. HOT NUMBERS
WHERE TO FIND US:
WE OUR #AUGIRLS @MADIPREW @RIAMICHELLE @LARSAPIPPEN @SARASAMPAIO @MINDYKALING @MISSAMERICANY @MADISSONHAUS @KRISTINCAVALLARI @OLIVIACULPO @PAIGEDESORBO @CRYSTALKUNGMINKOFF @SARAHHYLAND
@AMELIEZILBER @MELISSAGORGA @AMANDA_STANTONN @REESEWITHERSPOON @LINDSHUBBS @WEWOREWHAT @ROCKY_BARNES @KACIEMCDONNELL @SOPHIACULPO @TANYARAD @CANDACEBURE @LOREN
This summer we took over the boutique at the notorious Surf Lodge in Montauk, New York for a week-long pop-up. To commemorate our first retail experience we created the Beautiful Days capsule collection – consisting of best-sellers, exclusive styles and swimwear. We held a VIP Happy Hour that included influencers including Ella McFadin, Serena Kerrigan, Brooks Nader, and Batsheva Haart among others.
BEAUTIFUL DAYS
WE GIVE THEM SOMETHING TO TALK ABOUT
WE GIVE THEM SOMETHING TO TALK ABOUT
THE LOGO
This new AU initials logo appears always in the circle. It works well when the company ID needs to appear in a small space, as on Instagram or linkedin. We can use it in any context where there is also the Amanda Uprichard word-mark. Always use the logo JPG, PNG, or AI file. Never attempt to replicate the logo with a font.
The abbreviation “AU” can be used in a sentence in the context of branded Amanda Uprichard content.
#AUGirls is a name used for our influencer and brand ambassadors.
The Amanda Uprichard New York word-mark and logo are one and the same. The logo is based on the classic sans serif font Helvetica. Always use the logo JPG, PNG, or AI file. Never attempt to replicate the logo with a font. It appears as black type on a white background or reversed, White type on a black ground. It is never shown in a color.
In rare cases the logo can appear in this labels,Inconfiguration.garmentribbonabookspine, or a discrete watermark on photography.
—Amanda
“Each new season is a chance to say something fresh.”
A Everyone is more aware of the environment, and people want to buy quality, lasting pieces. You can have fewer clothes and wear what you have in different ways, change it up. We use silk or fine cotton, or high-quality polyester that has a nice hand — satiny, chiffon or georgette. Quality fun that you will really wear. I don’t like to sell off our old fabrics. I like to use them again, re-use and reinterpret. I don’t like waste and unnecessary consumption.
A I want them to be happy with the knowledge that they will get noticed on how amazing they are! Chic, sexy, confident. And powerful.
A I’m partial to the colors of Florida. Spanish moss. Beach, sun, sand, palm trees. But PINK! You can’t be sad in pink. Anything is possible in pink. Hot pink anything is always met with excitement and wow. So we say “Think pink.”
authentic fashion design to me. What is your favorite part of the process?
Q Your process begins with real sketches and you make all your samples in-house. Some people might call that old school…sounds like
Q The industry is more conscious of the impact of fast fashion, and there’s a move toward conscious consumption. Where is AU on sustainability?
Q Every season that drops is met with excitement. What goes into the creation of a new season? Do you have a favorite season?
your collaboration style?
A Each new season is a chance to say something fresh. To think about shape, fabric, and color in a new way. I’m always looking at how to make new things in a way that resonates with the brand DNA. I am always thinking about our customer, and always wanting to push the envelope, but not too far. Spring and summer are my favorite seasons to design for, I like the warm weather and the opportunity to be out and about. I love dressing for spring and summer events.
Q How do you want women to feel when they wear Amanda Uprichard?
Q Clothing-wise, what single item can’t you live without? And what creative tool?
Q You came to New York as a young woman. The city has changed a lot since then. What is your favorite thing about living and working in New York City right now?
A I love draping the muslin on the mannequin and making a vision come to life. Chopping it all up sometimes, getting the Sharpie out and drawing on it. Re-pinning. Honestly, sometimes a little quarter-inch change makes a huge difference. We all love that part of the process here. I think my whole design staff loves the hands-on approach. We most often start with a sketch, but sometimes we just make things up, starting with just the drape on a mannequin.
A Growing up in Florida, I was drawn to the city at a very young age. I would lay on the floor and look at fashion magazines for hours on end. NYC seemed so exciting, a place where anything was possible. It’s where all the creatives were. I still love NYC for the same reasons. Anything is still possible here.I love watching the people, especially what they are wearing!
A Black T-shirts. A 12-inch grid ruler and Paper Mate SharpWriter #2 pencils. Oh — and pink Post-its.
Q All creative businesses have a lot of collaboration involved. How do you describe
Q+A WITH AMANDA
Q We see a lot of color in Amanda Uprichard. Do you have a favorite?
A I love collaboration because that’s how I learn. I crave knowledge of the new. I can’t do what I do without my team. I am very influenced by the people around me, so I always need to make sure the mix is right. The initial direction always starts from me, but the input from my team is so important. We’ll often make something new and show it around the office to get feedback. Or maybe something I saw in a dream, and I’ll need feedback to make sure I’m not crazy. That’s h ow a good idea becomes a great outfit.
209 West 38th St. 9th FL New York, NY 10018 wholesale@amandauprichard.com212-354-1865
NEW YORK
DALLAS
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Shops at the Fashion Industry Gallery
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TIKTOK:
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209 West 38th St. 9th FL New York, NY 10018 wholesale@amandauprichard.com212-354-1865
INTERNATIONAL SALES
ATLANTA
1807 Ross Ave. Dallas, TX lindsay@thelocalshowroom.com310-913-367675201
SHOP:PINTEREST:@AMANDAUPRICHARD@AMANDAUPRICHARDAMANDAUPRICHARD.COM