Amar

Memories of far-flung places provide an endless source of inspiration for Melbourne fashion designer Kerri Raymond and partner Michael Adam.

With each new season their sexy, effeminate label, amar, brings to life a palate of colours reminiscent of a destination in a far away land. From the dusty pinks and mauves of the setting sun in Greece to the radiant blues and greens of mingling crowds in a Moroccan market, amar captures the essence of beauty. “I am constantly inspired by all the wonderful places we’ve travelled to,” says Kerri. “I guess it’s like taking a photograph, the shades and colours of these exotic countries and cultures stay with me and I bring them back to life in my designs.”

amar is the creative collaboration of Kerri and long-time partner Michael. Although she has always been a self-confessed follower of fashion, Kerri’s real flair surfaced only a few years ago when she sat down at her mother’s sewing machine and started pinning and tucking a few ideas. Her peers approved of the results and with some encouragement from Michael, the seeds for amar were sewn. In 2001, Kerri enrolled at Melbourne School of Fashion where she learned the fundamentals of fashion and the importance of form and function.

Meanwhile, Michael laid the foundations for the business side of the label. The following year the couple travelled through Europe, Nth Africa and Asia on a journey that became the groundwork for future collections. “The trip was very influential in the approach we took to the designs,” says Kerri. “We wanted it to be clothing you could wear day and night, casual and cutting-edge, a very chic way of dressing.”

The result is a design spectrum that lives up to these expectations. In the spring-summer collections, flowing fabrics and soft pastel hues combine in ephemeral dresses and feminine tops that can be worn over jeans by day or dressed up with heels by night.

In autumn-winter, the emphasis is on cutting-edge with a hint of sexy, stylish with a cheeky kick to it. Heavy jersey and wool fabrics are gathered and panelled and the colours subtly combined ensuring each piece has a distinct individuality. amar is stocked in smaller boutique shops where discerning shoppers prefer unique to mainstream.

Miss Lau, Jade, Filly & Mare, Oska, Decadence Boutique, Benca, Ennuuii, Rok and Doll House are just some of the Melbourne stores that appreciate amar designs. In Perth, Sublime and Eros stock amar as well as Elvis4Cleo in Sydney. Like the women who wear it, amar is never afraid to be noticed. L’Oreal Melbourne Fashion Festival and Melbourne Spring Fashion Week have created a platform for amar in the industry while exposure in fashion mags and on the big screen have also propelled the label into the public eye.

For stockists contact
Kerri Raymond
Ph 0414 494 019
Email: kerri@amar.com.auu

Store Locations
Tel: (03) 9533 8186
Website
www.amar.com.au