OUR STORY

Amāre: to love

Founded in 2013 by Cottesloe local and fashion creative Amy Beeck, Amāre began as a collection of effortless and timeless essentials and has evolved to incorporate fashion forward pieces that surpass fast fashion and trends.

Sophisticated style and femininity underpin the classic style ethos of Amāre where luxury and eco-sensibilities meet harmoniously to create a range of distinct prints and elegant pieces.

Hailing from rural Western Australia, Amāre founder and Creative Director Amy Beeck grew up dreaming of a life in the world of fashion. After more than 25 years in the industry dedicating her time to design, production, buying and merchandising, Amy set about creating a range of clothing that is true to her own style:

“I wasn’t your typical farmer’s daughter! I always had such a strong affinity for the world of fashion and believe that clothing can be functional whilst also being alluring and fashionable”

“I wanted to create the perfect t-shirt. Stylish and structured enough to wear with a cocktail skirt, yet casual enough to throw on with your favourite jeans. I am so proud of that initial Amāre collection. The Vienna and Barcelona t-shirts are still signature styles and remain our most sought after pieces.”

Amy is passionate about quality and attention to detail which is very much embraced in the luxurious finishes & superior fabrications used for each collection. 

AMARE THE LABEL // Effortless style. Understated Luxury. Created in Cottesloe

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