- AMATO is the first ever fashion label to open the first floating fashion show in the Middle East region –
- Dubbed as the most anticipated show of every fashion week in the UAE, AMATO by Furne One once again wow audiences with his show-stopper collection –
Dubai, UAE – May 10, 2018 – Multi-awarded and critically-acclaimed UAE homegrown fashion label AMATO by Furne One opened the 6th edition of Arab Fashion Week yesterday 9th May, 2018 at Queen Elizabeth 2 Cruiseship to a bedazzled, wildly applauding and jam-packed after a few hours of waiting in long queues. AMATO made history as the first ever designer to open a first-ever fashion show in a floating hotel in the Middle East region.
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,
AMATO showcased an-all white collection entitled ‘White Noise’ inspired by modern angels. AMATO uses a mix of fabrics from laces, tulles, acrylic sheets accenting with Chinese collars, puff sleeves, flower patterns, feathers and gemstones.
“The aim of AMATO is to dress the modern day woman, a dress with texture and dimension but comfortable and light.” Said Furne One, the creative genius behind the brand AMATO
Known for his dramatic and ‘heavenly bodies-inspired’ collection season after season, Furne One added: “This collection is entitled ‘White Noise’ because besides it is all-white collection, all the dresses has equal intensity at different frequencies”
“The collection represents the characteristics of an AMATO woman; elegant, avant-garde and experimental – someone who is not afraid to defy the norms and set the trend”
“I am humbled and blessed to create another milestone being the first ever designer to showcase its collection at the first ever floating fashion show in the Middle East region.” One added
Amato’s rise to the top, is undeniably, a huge contribution to the Middle East fashion industry after being the first global UAE 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 kick-off show at Arab Fashion Week shines the most as he thrilled a jam-packed crowd 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.
Furne One is also celebrating his 25th year anniversary in the fashion industry this year and will bound to Manila on June 12 to hold the Philippines’ biggest fashion event dressing up celebrities and highly influential Filipinos in the country.
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.