It was a chilly winter day in downtown Manhattan, but inside The Musket Room, the AMUR team created the warmth of Spring as we prepared for our debut to press. Sofia, our design director, wanted an intimate environment to present the collection, and tell the AMUR story. The Musket Room with its bright windows, wooden trims, exposed brick, rustic details and locally sourced food created the ultimate surroundings for the preview. We invited the Pop Up Florist to create custom, organic bouquets for each of the editors and influencers who stopped in. Greeted by the scent of sweet pea and eucalyptus, the editors walked through the collection, drank coffee with us, ate little bites and were able to get a real representation of what AMUR, A Mindful Use of Resources, really is, not just as a collection, but as a lifestyle.
The AMUR collection is all about the materials we use. Some pieces are made of natural fibers like organic silk and hemp, while others are made from cellulosic materials. Another textile we use is a regenerated fiber made from consumer waste. Our design team researched to find materials from all over the world that would lessen our environmental impact.
Blouses in floral prints made of natural silks hung evenly spaced next to dresses made of regenerated fibers. Pleated skirts and silhouettes with ruffles draped on hangers. Towards the back of the room, on a small round table, lay one of our most prized pieces in the collection – a pair of Koi Fish Earrings and a Koi Fish Earring Cuff. Our team partnered with Nest, a non-profit fair trade organization to create these earrings. Artisans in Vietnam hand made each earring using recycled silver from old electronics from tech companies. Nest also helps these artisans establish their businesses.
After editors and influencers saw the collection, we were able to have an open conversation about the AMUR lifestyle. Today we strive to make more mindful decisions for our lives, whether it’s eating organic or choosing natural products for our beauty routine. The mission at AMUR is to bring that mindfulness into our design and production process. Our focus is on beautiful materials, not only because of how they look or feel, but also about how they are made. We were happy to be able to share these ideas with editors and influencers, but we’re just as excited to share our story and collection with all of you, too. Come be #inamured.