By Paradise Harichian
Popular with celebrities, fashionistas and socialites alike, Amur is a sustainable fashion brand with a strong signature style, and this is seen in both their pre-fall and fall collections for this year.
So, what exactly forms that signature? First up are their perennial feminine frills and ruffles. While ruffles can sometimes give off a ‘cha cha’ vibe and frills can take on a Victorian prudishness when done wrong, Amur gets them both so right – they embellish unconventional parts of a garment, such as the shoulders on blouses and the thighs on skirts and pants, and they even show up rather unexpectedly on denim skirts and dresses.
Amur can also be defined by its cuts. Always highlighting the female form, they tend to feature asymmetrical hemlines and tops, dramatically flared trousers, slit sleeves and peek-a-boo shoulders.
And then there are the prints. Amur is crazy for them – especially tiny, tea dress florals in patters that would have made William Morris proud, but this season in particular also sees plenty of plaids and stripes, too.
This fall, as always, the designs in Amur’s latest collection are soft yet edgy, defined by wild mixes of patterns and contrasts: the bold with the understated; the feminine with the masculine. Textures and textiles that we might normally associate with men’s suits are transformed with a feminine edge. floral Ira skirt with a flamenco frill,
And can we talk ethics? Amur has partnered with NEST, a non-profit, Fairtrade organisation that gives jobs to home-bound artisan mothers all over the world, allowing them to join the workforce – no matter what their circumstances – in order to support and feed their family.
But that’s not all – Amur also uses resources consciously: from certified organic cottons and silks to sustainable hemp and linen fibres, all their fabrics used are selected to not only feel natural, light and comfortable on the body, but also to more easily facilitate the draping, runching and ruffling that define Amur’s silhouettes. The brand also uses regenerated fibres made from waste materials and forest-friendly cellulose fibres, all spun into the most exquisitely fine fabrics and trims.
Ready to behold Amur’s latest collections? We think you’ll fall for these as hard as we did!
To see more on AMUR, visit amur.com
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