Dubai-based fashion house Amato Couture is set to kick off Arab Fashion Week- Men’s Spring/Summer 2022 with a black and white film, Genesis.
According to Furne Amato, a creative designer and founder of Amato, the film aims to reflect new beginnings, changing norms, and challenging the future.
Amato, founded in the UAE, has found international success in recent years, with Beyonce, Mariah Carey, Ariana Grande, Katy Perry, Lady Gaga, Jennifer Lopez, Nicki Minaj, Shakira, Nicole Scherzinger and Jessie J having sported the label in the past.
“I believe that designers are born not just to adapt but to create. Amato’s Genesis is a canvass of hope, waiting for the sun to shine and the colours of nature to touch life. It is not just about the dresses but the intense feelings that heralds with it – because the collection changes but the emotion lingers,” says Amato.
The film features Bollywood star Asim Riaz, who flew to Dubai early in 2021 to shoot the short movie, according to Amato.
Amato expressed his appreciation for Riaz’s contribution, saying it is a reflection of the new generation’s passion for art.
The fashion film is produced by celebrity agency Yugen Group, who have previously worked with Miss Universe Pia Wurtzbach and Dubai-based director Alex Suhorucov on another film, Inner Sanctum, that previously premiered during Arab Fashion Week and went on to become the most viewed film in the institution’s history.
The film, directed by Dubai-based filmmaker Monte, premieres Monday, June 28, 2021, at 8 pm. The film will also be available on the Arab Fashion Council’s Instagram and Facebook accounts.
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