AMAIÒ's High Fashion Swimwear Hits the Paris Runway
On February 29th, AMAIÒ’s high fashion swim and resort wear designs ruled the runway in the PAR AW20 Oxford Fashion Studio Show - an anticipated event for all of the fashion fanatics. On the runway, AMAIÒ had the opportunity to showcase not only the Cruise ‘20 - La Rose Nocturne Collection, but also gave those attending a sneak peek of what's to come for the unreleased SS’20 collection - Château de Paradis, launching within the next few months. It was truly an honor to showcase our most beloved high fashion swimwear silhouettes alongside so many creative and talented designers in our favorite city, Paris.
Since 2009, the Oxford Fashion Studio team has delivered many runway shows across all fashion capitals and has shown 600+ designers from around the world that deserve recognition for their creativity, drive, and ethics! They have also been featured in major publications all over the world. Oxford Fashion Studio (OFS) is committed to the nurture of raw and authentic design talent, and are known for putting independent designers on the map and do so by hosting fashion shows in every fashion capital of the world, giving the partaking designers the utmost exposure they need to flourish internationally. Colliding creators, industry leaders, and influencers across the globe, OFS showcases originality where, when, and how it counts.
Who is AMAIÒ:
AMAIÒ is a sustainable women’s destination-wear brand that reimagines the golden era of French couture for the twenty-first century. High fashion swimwear designer Samantha Khoury, who has French-Lebanese roots but now resides in Los Angeles, favors silhouettes from a more glamorous era, with higher rises and leg cuts designed to elongate the figure, remnants of 1950s resort attire. Both the Cruise '20 and Spring Summer '20 collections were created, inspired, and brought to life with this image and principle in mind.
"The romanticism and grandeur of 18th-century French royal courts was the initial inspiration behind these collections. However, it was the Châteaus of the Loire Valley that became, in my mind, the aesthetic “home” for each piece. Images of grey stone walls, oil painted portraits in gilded frames, and opulent textiles were my true muses, allowing me to bring a colonial-era sentimentality into the world of AMAIÒ. The wearer is transported to one of these stone-walled châteaus, brought into a most exquisite dream where she herself is the focal point." - Samantha Khoury
Launching last October, the La Rose Nocturne collection has been featured in multiple high-fashion publications such as Harper's Bazaar, Towne & Country, and even Elle Spain. The new collection Château de Paradis is set to launch on June 1st, 2020, and will offer AMAIÒ fanatics a more terrestrial color palette on some past and new designs. The brand will also be offering more frequent product drops. Thus, unlike previous collections, Château de Paradis will not be released as a whole but rather in monthly installments. The launch of the first installment, aptly named “De La Fôret”, will take place on June 1st on the official AMAIÒ website. The following segment drops leading up to September will be available monthly, on a TBD date.
One determining factor that makes AMAIÒ stand out from the rest is its ethical practices and NGO partners. The high fashion swimwear brand sources its fabrics from heritage mills in France and Italy. These mills use age-old techniques, machinery, and ancestral craftsmanship to develop and create the textiles used for garments, using mainly jacquard fabrics from France and a traditional Eurojersey fabric from Italy. Swim jacquards are produced with less nylon/plastic in them than what traditional swim base fabrics typically require, and therefore contain and produce less plastic. All of our mesh is hand embroidered by our heritage mills in France and all materials are of the utmost highest quality, so as to promote conscious purchasing of products that will last you 50 years, versus fast fashion!
In addition, we also partner with NGOs such as Drip by Drip based in Berlin, Germany, and the Women’s Global Empowerment Fund, Uganda, giving back 10% of net proceeds.
You can currently shop pieces from the runway in our La Rose Nocturne Collection right here on our website. Shop the Nadine Maillot, the Odette Maillot and the Éloise Shorts, and stay tuned for the release of our brand new silhouettes that were showcased in the PAR AW20 show.