Amato is one of the most beloved fashion designers in the region. Not only because of his name- Amato in Italian means “beloved”, “cherished”- but also because his creativity and style have made an impact on his extensive clientele.
Amato has two heads. The creative side led by Furne One and the business side, well-taken care by Rashid Ali. They both complement each other and make the magic: a profitable fashion business that not only creates jobs but also fantasy.
THE AMATO SHOWS
Amato has been closing every season of Dubai´s Fashion Forward from the very beginning, and there is a reason for it. His shows are a full production: theatrical, immersive, inspiring, simply awesome.
Dubai Fashion News was backstage with the team that helps Amato be the most amazing fashion show every Fashion Forward. All the videos you see here are recorded and edited by FranciscoJ.
MAKEUP & HAIR
We spoke to Vimi Joshi, MAC Senior ambassador, trainer and also mastermind behind the beautiful makeup the models used for Amato´s catwalk.
Check the video below for her interview. You will be surprised to know that the preparation of the show starts 5 months before it actually happens. There is a lot of thought, energy, and passion on it. As Farnoush, the gorgeous model says, there is a lot of love in the equation too!
To complement the look, we spoke to mega hairstylist from Lóreal- Jojo. His input in the show is very important too. He played with an effortless wet look and added pearls of different sizes and embellishments to transform the models into mermaids.
CHOREOGRAPHY AND STAGE
After that, we met Kevin Oliver. He is the Show Director. Kevin has been doing the Amato show forever and he loves how the designer challenges him and his team. Every show is different and requires a lot of preparation. In the case of Amato, the shows are very immersive. So, there are a lot of props and materials to be designed and acquired to later be placed on the stage. The underworld had plasterboard stones mimicking the marine floor sprinkling the runway and puddles created with colored stones and sand. Kevin had to make sure all is in place and the models know where they should be walking at every given moment.
The flow of the show is in his hands, music, lights, background videos… everything you see has Kevin´s touch.
But of course, there is no fashion show without models. Amato has certain requirements and Michael Amazona del Mar, in his role of Casting Director of the entire Fashion Forward, has to meet them.
In this video he explains is how he does it. Because it is not easy at all!. He coordinates with agencies locally and internationally and make sure the right fit goes to every designer show- Once the models are booked, you have to take care of the logistics. Fly them from wherever they are to Dubai, find accommodation and coordinate transportation on one hand. In the other, be with them and assist them in meeting everyone they need to know to perform their best. And he does that for the almost 100 models that participated at Fashion Forward.
The expectation before every Amato show is great. It is the most awaited runway show and it is always packed. Amato normally is “fashionably” late, but it is worth the wait and the queuing. This time he invited us to an underwater world where mermaids and beautiful marine creatures live and show some serious style.
Amato would play with different silhouettes, true to his signature style of making you feel like a queen.
His creations are full of magic, hand-beaded transparencies, vertigo cleavages and delicate embroideries. Every detail is taken care of, from the shoes (with no heel but very high) to the bags or the jewelry. Suddenly, you are part of that underworld that the fashion designer has created for you. You float too!
What is more amazing for us, followers of Amato and his creations is how he is able to transport you into so many different worlds every season. His imagination is endless. And celebrities know that well. He has worked for Beyoncé, Katy Perry, Lady Gaga, Rita Ora, Jennifer Lopez, Shakira just to name a few.
After the show, all the press we were surrounding him. We got instructions to be short and sweet. This is the video with the end result -the catwalk- and the interview of the man that made us dream with mermaids that night.
More info on this link.
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