Meet The Man Behind The Luxurious UAE Based Fashion Brand Amato



  • Get To Know Amato Through This Q&A Directly From The King Of Couture Himself, Furne One Amato–

How did you start your career as a fashion designer?

It all started when I won a major fashion design competition in the Philippines. Designer, Josie Natori took me under her wing and brought me to Paris and New York to work for her as an apprentice. I was young and adventurous. Dubai seemed like an exotic adventure for me. It was a new and growing city that held so many possibilities.

What is your future vision for the couture industry?

Like the city of Dubai, the women have also adapted to the styles and trends of Europe and

America. There are also a growing number of young designers in the country. The country itself has

become a melting pot of different cultures and fresh ideas which makes the Dubai fashion even

more interesting.

What signature touch can be found on every design you make?

My collections aren’t for the faint hearted woman, but one who is comfortable in her skin; her ensembles are but a foil to reflect her inner persona. Amato’s signature collections are seen as timeless modern classics that are collector’s items. Meshing cultures, using the region’s rare arts, layering it with eastern and western elements, I create unique pieces for my urbane and globalized clients, reflecting their personal and cultural identities.

Describe the AMATO women?

Amato’s clientele are real women. They come in different shapes, sizes and races. Each one of them beautiful in their own way. As their designer, my goal is to bring out their most beautiful selves through the dresses that I create.

What is your biggest Fashion achievement?

Besides dressing famous celebrities and receiving numerous awards, I think that the achievement I am most proud of is providing employment for my staff. Most of them have become like family to me and I am most proud to have been able to help them and their families through Amato.

What part of the Arab culture inspires you the most?

As a designer, I find the Arab culture as an endless source of inspiration. Every aspect of this wonderful culture is rich in artistic elements, interesting traditions and countless tales of fantasy.

What was the inspiration behind your latest collection? What can you tell us about it?

In the surface, I wanted to highlight the reality of how humanity has abused our seas and oceans. But

Underneath it all, I was inspired by a certain piece by the 13th century poet Rumi – ‘You have seen

my descent, now watch my rising’. In this life, we’re all floating the ocean. We can rise to the surface

and sometimes sink to the deepest depths. It is up to us to choose to either float along wherever the

waves take us or fight the current.

What kind of music you listen to when you work?

I listen to different genres of music depending on my mood. When creating a collection, the music is a crucial part in the design process. It can be classical operas to mainstream pop like Madonna, Rihanna or Katy Perry.

Describe your favorite spot that you work on inside your studio.

Definitely my office. It’s where I brainstorm with my team and schedule everything in production. My office is also where I spend time alone to find inspiration and conceptualize future collections.

Who is your favourite celebrity that you love dressing in AMATO?

Katy Perry. I remember dressing her for the first time for her California Dream Tour. It was quite an

overwhelming experience. After her, the rest of the celebrities followed. Lady Gaga, Beyonce, Nicki Minaj, Shakira, Rita Ora and the list goes on and on. It also helps to make connections in the industry such as stylists, editors and photographers. I also got to dress Katy Perry again last year, which is always an amazing experience. She’s just so beautiful inside and out.

Name 2 Arab stars that you want to dress in the future. 

Nancy Ajram and MIryam Fares.

Your favourite spot to get inspired in UAE? 

Everywhere! I look for inspiration around me. I am inspired by many things. From movies to music, places i’ve traveled to and the people I meet. Inspiration can be found in the most unexpected places. All you have to do is open not only your eyes, but also your mind.

Where do you see AMATO in the next 5 years? 

I want to take Amato Couture to a global audience.  We want to be able to cater to our followers in Europe and in the US but still keeping my atelier in Dubai as the headquarters. We also intend to expand our relationships with stylists, editors and celebrities who we feel are the embodiment of the Amato

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.

“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, New York, 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, Lady Gaga Jennifer Lopez, Nicki Minaj, Shakira, Nicole Scherzinger and Jessie J. are all loyal patrons of the paradigmatic couture house.


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