Registered in France, AMA is aimed at the European and American fashion markets. The SS'18 collection is full of flowing silk dresses, trench coats, classic and kimono suits, all made of natural fabrics. The models' outlines make the female silhouette graceful and emphasize the shape.
The collection is based on floral and graphic prints developed in collaboration with illustrator Maria Suslova.
"Before launching this collection, we conducted a survey of 1000 girls. None of them chose shapeless clothes or dark palette - instead everyone was impressed by the fitted silhouettes and bright colors. Based on this data, I created a collection that emphasizes the natural beauty and sexuality. These girls are not ashamed of their curves - on contrary, they are proud of it. This collection dictates aesthetics, while American plus-size brands mostly broadcast provocative trends," - says designer Luba Makarenko.
The main message of the brand is creating an educational platform via High Fashion Plus blog: visitors will find out how to dress properly, develop own style and take care of their health.
The faces of the collection were American plus-size models and opinion leaders such as Daisy Christina, Diana Sirokai, Meararose and Bella Bombshel. Lookbook was shot in the USA as well courtesy of Karizza Team (@photo_karizza @podrezzzzz) and makeup artist Tatyana Harkoff (@harkoff_makeup).
Photos provided by SAYYA.
