Prêt-à-Porter Meets Swim with AMAIÒ
An intimate affair, where the effortless ease of a day by the water stems beyond the crystal clear coastline. Ultimately, we are powerless against the lure of the latest elegantly-made Amaiò collections.
AMAIÒ Fleur Two Piece Top, $200; Nantes Bottoms Black, $220
Strolling down the endless sandy beaches of the Tuscan Riviera. Sipping wine in the countryside courtyard. Sailing down the sun-kissed silhouette of the Seine River. All come to mind when we hear the alluring name Amaiò. Established out of a desire to create transitional swimwear that evokes a sense of elevated sophistication, beauty, and fashion, the label brings luxury fashion to swimwear to reflect today’s modern, cosmopolitan woman who is multi-faceted, innovative, timeless and elegant.
The journey began while swimwear savant, Samantha Khoury, was finishing her studies in Studio Fine Arts in Paris. At first hesitant to pursue a career in ready-to-wear fashion design, her lust for further exploration of this elusive industry would not have it. “I had always loved fashion and the true creativity that you see from the legacy couture houses is always something out of a fairy tale. I was introduced to swimwear through a good friend of mine back in Paris and something just stuck. I decided to move back to the states, specifically California, to scope out manufacturing,” exposed Samantha, “and by 2016, Amaiò was born.”
Directly translated to “Mother-Water”, the label embodies its French and African namesake, a sentiment to Samantha’s influential connection to her Belgian stepmom. “When I started on my journey, we sat down together and began listing all of the words I wanted Amaiò to encompass. Words like: elegance, nature, femininity, and of course, (most symbolically) a connection to water. We fell upon two that truly stuck: ‘Amai’ meaning ‘Mother’ in Shona and ‘Iò’ meaning ‘Water’ in Gallois,” reminisced the designer.
AMAIÒ Fleur Two Piece Top — Micro Floral, $205
A second generation Lebanese, Swedish and American, the swimwear pioneer remains thankful to be exposed to a multitude of different cultures, perspectives, languages, and lifestyles. “My personal style I would say is very traditional with a heavier French influence. I prefer timeless silhouettes made out of luxurious fabrics and classic color palettes,” shared Samantha. “Fashion to me means art. It is another mode of expression and self-realization. It can help reconnect you to those deeper parts of your soul you may be afraid to let out into the public. It transports you and can transform you. Dress to your potential and your dreams, and watch yourself create the world you’ve always wanted.”
“Once I was introduced to the industry, something clicked. I felt like I could combine these two sides of myself into one, harmoniously; one that has always loved the seas and that idyllic lifestyle and the other that is very cosmopolitan and artistic, in its own right. The realm of swimwear was a niche market where I was able to dive into, get my feet wet, and learn all the ins and outs of manufacturing, development, etc. while addressing a potential gap in the marketplace for more fashion-forward swimwear,” revealed the creative director.
Each soft silhouette and elegant detail is seen in the expertly crafted designs of Amaiò embodies delicate notes of 16th and 17th-century art, as well as hints of impressionist art and the romantic era. Also drawing influence from ready-to-wear and haute couture brands like “Dior, of course, and more contemporary labels such as Sandra Mansour, Erdem, and Brock Collection, I try to design for the romantics and dreamers of the world. Although there is a very rational side to me, my creative and artistic side is very dreamlike,” expressed Samantha. “I could daydream all day about old English gardens covered in sun rays with jasmine and hydrangeas blooming everywhere. I want to create a collection that inspires women to dream of nature, beauty and elegance and transport and transcend them into that world, similarly to how many 19th-century literature pieces did during the romantic era.”
Enriched by a multi-cultural upbringing and a world traveler, the swim apparel designer recognizes the contrast in luxe design around the world. “All are incredibly different in design, but each is unique in their own right and each strikingly beautiful. It is fun to see luxury through one perspective and then to switch gears and view it from a completely different culture, language, interpretation, and vision.”
AMAIÒ Renée Maillot One Piece — Navy, $610
Swimwear design has proven to be a natural fir for Samantha as she organically crafted a revolutionary category, embracing the next generation with Après Swim. “I wanted to create a line where the swim and ready-to-wear pieces complimented each other – where you could create an entire ‘Swim Couture’ look with every piece. It is why all of our ready-to-wear translates back to swim in order to create this full and complete ‘Nouveau Swim Couture’ outfit,” shared Samantha. And the secret to styling that perfect Après Swim piece? “Monochromatic palettes and neutrals,” advised the swimwear designer. “Throwing a midi skirt or high-waisted capris pant over a one-piece or beautiful two-piece top is some of the best pairings. Add a swim cardigan and you elevate your look instantly.”
Telling an intimate story between textile and functionality, never compromising on craft and fit, each piece is designed to effortlessly transport you from beach to the city, to the countryside. “I love pairing our ‘Nathalie Maillot’ in macro tweed back with our ‘Kamille’ dress in Marine. The blues and whites complement each other perfectly. All you do is throw on the dress and you are ready for lunch in the country or by the water. Another favorite is wearing our ‘Opio’ top with the ‘Manet’ wrap skirt in our embroidered eyelet cotton. It’s elegant, elevated and yet very effortless. The fabric and cut for both pieces speak for themselves,” shared Samantha.
With its wide array of equally statement-making details, the luxe fashion house is set to launch a Cruise wear collection to accompany Spring / Summer 2020. “I am personally very excited about this collection because I feel the pieces truly pay homage to romanticism in a way I have been only dreaming of. I am so excited to share it all with you and I hope each piece transcends you into a world of mystique, elegance, beauty, and wonder.”