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In keeping with couture traditions, Amato textures its own fabrics, fashioning lavish materials, detained with rare embellishment techniques. Using signature cuts, Amato has a visual directory that goes from romantic Shakespearean tales of a different era to the sensual styling of Mata Hari meeting modern Hoochi Mama – their creative team seeks to push style’s envelope. “We want to create a visual and sensory experience for our clientele,” Rashid and Furne explain. Reflecting this aspect of the label, it consistently pushes parameters, evolving from being a Dubai label into a global one. Working the fashion week circuit in Los Angeles, Dubai, London, Miami, Amato has been winning accolades for every showing. Amato is UAE’s first global designer brand that has earned itself an international cult following – from royalty to international celebrities – super-model Heidi Klum, singing sensations Katy Perry, Jennifer Lopez, Nicki Minaj, Shakira, Nicole Scherzinger and Amber Rose all are loyal patrons of this label.