The idea of creating Amarice came to us spontaneously. Despite the fact that there has always been an abundance of beautiful and desirable items, trends have not always been favourable to the concept of femininity, especially nowadays. Masculinity and oversized shapes started to dominate the silhouette, while the search for statement pieces turned into a challenge you weren’t always willing to take on just to feel at ease in your own style.

"THERE IS NO MORE LOVE THAN THE LOVE FOR YOURSELF"

Bernard Shaw once said: “You must create yourself, not seek yourself.” And it’s true. If you can’t find it — make it. Sometimes it feels like the reason we see so many fashion revolutionaries today is because, at some point, each of us had to become a designer, a maker, even a tailor of our own identity.

That’s how Amarice
was born.

And speaking of inspiration: books play a key role in our collections. Have you read The Swans of Fifth Avenue? If you have, you’ll instantly recognize where we drew our vision from — a world where women were not just style icons but the embodiment of sophistication and confidence. Their beauty was not only in their polished appearance but in their power to set the atmosphere: dictating the rhythm of New York society, turning simple encounters into events, and transforming personal style into a language of influence.

This is how we imagine our role model.
This is how we imagine each of you.