AMATO COUTURE

Multi-Awarded Homegrown Designer Furne One Amato to Mark His Arab Fashion Week Debut On Wednesday

– After successfully closing 10 seasons of Fashion Forward, AMATO leads the finale for Arab Fashion Week’s opening day –

Multi-awarded Dubai-based fashion designer Furne One Amato, the couture brand celebrated and featured in Americas Next Top Model, Germany’s Next Top Model and different fashion shows such as in London, Los Angeles, Toronto, Miami, Milan, New York among others, will showcase his runway collection at Arab Fashion Week, for the very first time, at AFW’s opening day on Wednesday, November 15th as the finale designer.

The Amato show is tagged to be the most anticipated and most dramatic show of the day as he brings his dark, theatrical, and sensational show to Arab Fashion Week, to be held in City Walk’s grand fountain. “I am very humbled and excited to close the opening day of Arab Fashion Week. The fashion platform is adoringly – a true embodiment of the classy, elegant and avant-garde fashion culture of the Arab world “ Furne One said

Amato’s rise to the top, is undeniably, a huge contribution to the Middle East fashion industry after being the first global brand to have a cult of celebrity and superstar followers, from pop stars such as Beyonce, Katy Perry, Lady Gaga, Shakira, Britney Spears, Nicki Minaj, Jennifer Lopez, Jessie J, Mariah Carey, to supermodels such as Tyra Banks who quoted Amato show for the finale of America’s Next Top Model as “A fashion show that we have never done before, creating a theatrical production from the world renowned fashion design house – AMATO Haute Couture” and Heidi Klum whom personally invited Furne One to dress the finalists in Germany’s Next Top Model, which was shot in Dubai and was shown in many countries.

The Amato’s finale show for the opening day will highlight the unexplored beauty of the underworld as he excite hundreds of fans, clients and followers from the royal families, celebrities, highly influential people from the diplomatic circle, top executives, media, influencers and fashion aficionados all over the world with his Spring/Summer 2018 collection.

ABOUT AMATO by Furne One

Launched in 2002 UAE, Amato, which means ‘beloved’ in Italian, is the brainchild of the much-awarded creative designer Furne One, who partnered with textile expert Rashid Ali, to build this Avant Garde label. From the very first collection, Amato touched a chord with the region’s fashion elite. Inviting UAE’s beautiful women to a style renaissance, Amato broke the glass ceiling through a symphony of style and creativity. Words like ‘inspiring, intriguing and innovative’ are only a few of the compliments showered by Amato’s discerning clientele on Creative Director Furne One.

With an inherent passion for couture, Furne fearlessly shows out-of-the-box, unconventional yet outstandingly chic collections. Not a trend follower, he uses his fabric as a canvas for creating ensembles that are not only fashionable but artistic as well. From his first collection “Unveiled Soul” in 2004 until “Love is a Battlefield” in 2015, every ensemble is a tribute to the silent strength of women.

“My creativity is inspired by my mother and grandmother’s quintessential style that coloured my vision. I have always tried to create exquisite and ethereal designs tempered with a silent touch of strength. My collections aren’t for the faint hearted woman, but one who is comfortable in her skin; her clothes are but a foil to reflect her inner persona.” Amato started as a dream between two creative entrepreneurs, based on a three core values – cutting edge creativity, fashion as an art form and innovation.

In keeping with couture traditions, Amato textures its own fabrics, fashioning lavish materials, detained with rare embellishment techniques.  Using signature cuts,  Amato has a visual directory that goes from romantic Shakespearean tales of a different era to the sensual styling of Mata Hari meeting modern Space Sirens – their creative team seeks to push the style envelope.  “We want to create a visual and sensory experience for our clientele,” Rashid and Furne explains.

Reflecting this aspect of the label, it consistently pushes parameters, evolving from being a Dubai-based label into a global one. Working the fashion week circuit in Los Angeles, Dubai, London, Miami and several other events around the world, Amato has been winning accolades for every presentation.

Amato is UAE’s first global designer brand that has earned itself an international cult following – from royalty to international celebrities – super-model Heidi Klum and Tyra Banks to singing sensations such as Beyonce, Katy Perry, Jennifer Lopez, Nicki Minaj, Shakira, Nicole Scherzinger and Jessie J. are all loyal patrons of the paradigmatic couture house.