Amato by Furne One

Fashion is associated with names, brands and of course cities. Often times designers believe that they have to be in the center of the action – in fashion terminology this would be Paris, Milan, London, or of course New York. Amato by Furne One, however, is a Dubai based brand and this with good reason. Instead of going with the flow, Amato wanted to be a part of the growth and evolution of Dubai and its upcoming identification as a fashion nation. The brand stands for artistic, dramatic and very romantic pieces that found love and appreciation among high-level names like Beyonce and J.Lo. With Jute Fashion Magazine the designer, Furne One, talked about Amato’s latest collection, his inspiration and his early beginnings in Dubai.

Loved and Worn by Big Names

Q: When you look back at the history of Amato, was there a moment when you thought "this is it, we made it”?

It never fails to surprise me when a famous celebrity wears Amato. I mean, who wouldn't be? Lady Gaga, Katy Perry, Shakira, Nicki Minaj, Beyonce and J.Lo (to name a few) are huge names and they have tons of other designers to choose from right at their fingertips - but instead they chose to wear Amato by Furne One. It makes me proud and honored, of course.

Q: When you started the label what did you expect and hope for?

I came to Dubai at an early age. I was young and hopeful. When I first came to Dubai, I knew right away that it had the potential to grow into a thriving fashion destination. I wanted to be a part of its growth and evolution.

Q: Did your expectations, hopes or goals change over the years?

Yes, of course. Through the years, my goals keep getting bigger, but my expectations stay the same - to achieve them (goals) in the way best that I can. I try to keep competing with 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.

Q: How and why did you decide to name your brand "Amato"?

Amato means ‘beloved’ in Italian. My brand is like my child. I’ve been taking care of it, nurturing, molding and developing it through the years. It’s my most precious possession and my greatest achievement.

Q: What was your inspiration for the latest collection?

For my pret-a-porter line, the collection is inspired by the beauty and grace of ballet masterpieces such as Swan Lake and Nutcracker. A lot of soft hues, delicate tulle and feminine silhouettes.

Q: Do you have a favorite dress in this collection?

I love all of the dresses. Each is unique and special in its own way.

Q: How do you think does being based in Dubai differs from being based in Paris or London?

I think the fashion industry in other parts of the world move a little too fast. I find that the audience in the Middle East don’t fall for fads and trends that easily. They still go for the classic and timeless styles with only hints of what’s trending in fashion.

My brand is like my child

Q: What are usually your steps when it comes to creating a new collection? How do you get started?

It all starts with a piece of inspiration. It could be a character from a book, TV show or movie, sometimes a song or a place. I take inspiration from everything around me. That single inspiration transforms into a burst of ideas. I sketch everything that comes to mind and the rest is history.

Q: If you had to describe AMATO in three words, what would they be?

Artistic, Romantic and Dramatic.