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. From his first collection “Unveiled Soul” in 2004 until “Love is a Battlefield” in 2015, every ensemble is a tribute to the silent strength of women.
“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, 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, Jennifer Lopez, Nicki Minaj, Shakira, Nicole Scherzinger and Jessie J. are all loyal patrons of the paradigmatic couture house.
Born in the creative capital of Asia - Philippines, Furne One found his muse in his mother and grandmother through their personal style. His love for the unique and inherent quintessential edginess inspired the designer to sketch dresses as early as 10 years old. Even though he didn’t train in fashion, Furne’s natural affinity for artistic design pushed him to participate in the country’s prestigious design competition: MEGA Magazine’s Young Designer of Philippines Award 1994 – in which he won.
The competition was judged by international fashion players. One of whom was lingerie designer - Josie Natori. She was so impressed with Furne’s work and understanding of design that she offered him an internship in both her design studios in Paris and New York.
“I went from thinking as a designer, but I emerged with a full understanding of the business of design” says Furne.
“When it comes to fashion, of course, I don’t like to be just like everybody else. Having my own identity is very important to me.”
Paris honed his sense of style; New York tweaked his design sensibilities. Training at FIT, New York, doing several courses on design Furne’s own signature style emerged.
Deconstruction at a time of structure, subtle style with rare texturing was the alternative signature Furne showcased When he represented Philippines in Japan 1994. He took home the prestigious Japan’s Women Wear Award; going on to be a finalist at manila’s fashion Designer Award. Having achieved this, he was returning to New York when he stopped in Dubai and fell in love with the city.
“It was just a small town, with a great promise then” Furne reminisces. Making Dubai his base; he commenced his career working at a local atelier.Meeting Rashid Ali, a textile boutique owner, who shared similar design ideology and dreams, Furne teamed up his creative genius with Rashid’s in-depth knowledge of the fashion business to create Amato in2002. Furne says, “I was actually very nervous at my first fashion show “Journey to a Star” - I was determined to show everyone something different, new and unique.”
Rashid Ali was born in Pakistan 1977. At an early age he displayed an inherent love for textiles. Commencing his career, by partnering with a small chic textile boutique, Rashid traded in rare textile in Dubai at the time when this was a tiny little town of sand and dried up trees. Rashid says “I can map my growth along with Dubai’s - as the skyline changed, here under the vision of our leader Sheikh Mohammed, it inspired dreams in us, the citizens of Dubai. I grew a company inspired by His Highness.”
“We were one of the first rare textile stores; so some of Dubai’s finest designers would shop with us. I was intrigued by their creative processes. It was around that time when Furne One arrived and started working for a local atelier.” Like most Designers, Furne visited Rashid’s store regularly. Rashid says that it was the raw creativity and big potential in Furne’s creative designs that made him connect with the designer.
“I saw raw creativity and big potential in Furne’s creative designs. Sharing ideas, we realized that both of us had a similar dream and vision.”
Rashid’s exposure to the region’s Arab fashionistas at his store, gave him deep understanding of what the women in the region were looking for. Rashid explains, “They certainly wanted beautiful clothes but they wanted it to reflect their inherent personality and their culture. ”
I had to liquidate a lot of my personal assets to raise the core capital We were committed to benchmarking quality, so there no compromises. With his role as Managing Director and Brand Representatives gave him a deeper respect for the importance of design. As business partner of Furne, he promotes the Amato brand, directs the sales, marketing and business development teams, managing the business aspect of brand Amato and taking it from being a label to a brand.
Rashid remains highly invested in the legacy of Amato. “From Amato’s first collection, every collection has been a resounding success. This is the wellspring of our label.
As Furne’s partner, it’s my responsibility to bring Amato into a global level. Launching Amato’s perfumes and ready-to-wear collections, catering to women not only locally but also to an international scale.
Al Hana Center Shop 226-227
Mankhool Rd. Al Jafiliya Dubai, United Arab Emirates
P.O Box 63985
Tel. +971 4 398 8775/8586
Cel. +971 5680 24896
Dubai Design District
Amato Couture Studio
Building 6 First Floor B101
Dubai Design District
Amato Couture Retail Shop
Building 4 Ground Floor R01