A home-grown couture label that has received much acclaim since its first collection ‘’Unveiled Soul” in 2004, Amato has touched a chord with the region’s fashion elite. The brainchild of designer Furne One and his partner textile expert Rashid Ali, Amato, which means ‘beloved’ in Italian has opened a new store Amato Luxe that will feature innovative ready-to-wear and couture creations in Dubai’s hippest new design address. Although Amato has always been associated with its couture ensembles, it is now looking to cater to a growing clientele with its ready-to-wear offering.

Synonymous with an out-of-the box, unconventional design aesthetic, Furne One prides himself on using fabric as a medium to create ensembles that are both fashionable and artistic. Amato has rapidly gathered a global following thanks to Furne One’s creative vision and is defined by its own fabric textures, luxurious materials and exquisite embellishment techniques. As UAE’s first true global designer brand, Amato counts celebrities such as Heidi Klum, Tyra Banks, Beyonce, Katy Perry, Jennifer Lopez, Nicki Minaj, Shakira, Nicole Scherzinger and Jessie J as some of its loyal clientele.

The launch of the stand-alone Amato Luxe store in Dubai’s trendy Design District spells the start of a new and exciting phase for both the brand and customers. Speaking about this, Furne One, said, “Rashid and I have had such a beautiful journey with Amato and in a sense, the city as well. When I first moved to Dubai, it was just a small town with great promise. Our new stand-alone store represents the essence of contemporary Dubai and it is, therefore fitting that we chose Dubai Design District as our location. D3 is a burgeoning fashion destination and is a perfect reflection of our brand positioning.”

The first collection that Amato Luxe will showcase features floral-inspired bomber jackets, billowing dresses and ethereal sweeping lace jackets in a gorgeous pastel palette. Nature served as the label’s bountiful muse and insects, birds and flowers were the recurring motifs displayed on everything through bold prints.

Amato Luxe is located in Building 4 R01 of the city’s bespoke fashion destination Dubai Design District.