- AMATO Couture is the very first designer to open the Arab Fashion Week’s Men’s Collection
– The new collection is named ‘THE FIRST TEMPTATION’-
“This is my very first full men’s collection. I can say that this is a new venture for me, and as everyone is aware, my brand specialized in women’s wear, but I am always up for a new challenge and I am so excited for you all to see it.” said Furne One, Creative Director and Founder of AMATO Couture.
The dreamlike hues of pastels and beige that bathe the 13-piece AMATO Couture’s men’s capsule collection is a representation of men in quest of power and success with a fashion film titled ‘The First Temptation’ directed by Pradhyumansinh Solanki of Crossover Studio set in a remote abandoned desert village will feature the mysticism of the landscape forging a link to AMATO’s design aesthetics using the highest quality of materials such as linen, crepe and lace matched with bespoke prints and hand-stitched embroideries.
The critically-acclaimed Dubai-based fashion house AMATO Couture’s latest men’s collection is supported by trending celebrity agency YUGEN Group, which also produced the worldwide trending Arab Fashion Week in 2018 of South East Asian Superstar Maymay Entrata – the very first Filipina to open the Arab Fashion Week and co-produced by Nicole Rodrigues and Mae Bakhtiari.
The 300 second fashion film will premiere at the virtual Arab Fashion Week – Men’s Collection on Thursday, 28 January 2021 at 8 pm (Dubai time).
Directed, shot and edited by Solanki and photographed by Tejaswi Ghagada, the film stars a group of diverse looking Dubai-based male models and is “…ultimately reflects the AMATO brand; bold, brave and beautiful, and the sort of activism for diversity and equality.” The story of the film revolves around men’s quest for power and success.
“Men always crave power, control and success, there is nothing wrong with that. This film is a tale of an army of men chasing for their dreams, they are all willing to do everything to make that dream into reality. I can say that this is a reflection of all of us, as we chase our dreams, we do everything to make that dream happen. ” said Furne One, the Founder and Creative Director.
“The title ‘The First Temptation’ is all about my journey to the men’s line. As this is my first ever full men’s collection, this is my sneak peak to this new world. I am excited to explore more on this genre of fashion and I am also excited to see how far I can go.” added Furne.
The premiere of the fashion film will be unveiled on Thursday, 28th January 2021, 8 PM (Dubai time) and will be available at Arab Fashion Council’s Instagram and Facebook Accounts.