Today marked Amelia Toro's SS16, New York Fashion Week presentation, and while the range was breathtaking as ever, I was more impressed by the whole brand and it's approach to fashion. Situated on 10th Avenue in Chelsea, Amelia Toro has carved herself not only a stunning location to showcase her brand, but is day by day, redefining what it means to be a womenswear brand. Having worked in the industry for over eight years, I am now able to notice a unique label, laced in ethics, when I see one, and it is this very idea that attracted me to Amelia Toro in the first place.
Upon walking into her store, you instantaneously feel a sense of calm and kindness. Store stylists are present and approachable, and you're able to touch, feel and try any piece on display. After the understandably, mesmerizing feeling, you cannot help but wonder, what is the story behind this unique, and gorgeous brand. Whilst going through the AW15 pieces, an employee kindly took me through what Amelia's approach to fashion really is, and upon learning, I fell in love all over again.
Based in Columbia where all the designing and most of the manufacturing is done, Amelia takes pride in every single thread and fabric that is used. She runs a factory which not only makes these vivacious clothes, but takes the time to train each and every artisan to the highest level. Each piece of her collection is handmade and on the inside label, you will find the name of the artisan behind it. She believes in giving back to the community and employes men and women who are single parents, and are in need of an income. Amelia is a strong advocate of putting the meaning back into fashion and is extremely headstrong with her ethical actions in achieving this.
Walking through the store gives you a sense of love, zen and admiration for a brand which takes pride in the process of design to display. The walls are painted in light, welcoming hues to compliment her collections, and her minimalist approach to furniture and fixtures, keeps your attention focussed on each, individual piece. A personal favourite is the black and grey palette above, fused with sharp prints, textures and holographic applique detail.