OUR STORY

Amāre: to love

Amāre was founded in 2013 by Cottesloe local and fashion creative Amy Beeck. What began as a personal pursuit to design perfect everyday essentials has grown into a considered collection of modern pieces that transcend seasons and trends.

Rooted in a love for timeless silhouettes and elevated simplicity, Amāre is defined by its relaxed sophistication and distinctive point of view. Each piece is designed to be effortlessly styled—whether dressed up or pared back—offering a sense of ease and quiet confidence.

Hailing from rural Western Australia, Amy’s fascination with fashion began early. With over two decades of industry experience in design, production, buying and merchandising, she brings both creative vision and technical expertise to the brand.

“I wasn’t your typical farmer’s daughter,” Amy shares. “I’ve always believed that fashion can be both functional and magnetic—designed to move with you, yet make a statement.”

Her vision started with a single mission: to perfect the humble t-shirt. One that could anchor a sequin skirt just as effortlessly as it could elevate a pair of jeans. The Vienna and Barcelona tees from that first collection remain signature styles and continue to embody the essence of Amāre.

Every Amāre piece is crafted with a focus on quality and longevity—featuring premium fabrications, thoughtful detailing, and luxurious finishes. Collections are intentionally produced in small, considered quantities to reduce excess and minimise environmental impact. New styles, colours and exclusive prints are released thoughtfully and only replenished as needed.

Prints are a hallmark of the brand—each one custom-designed in-house to ensure individuality and a sense of artistic expression. The result is clothing that feels personal, considered, and distinctly Amāre.

A celebration of refined ease and elevated simplicity, Amāre is the essence of modern Australian design—rooted in coastal cool, yet made to be worn anywhere.

Effortless style  |  Understated Luxury  |  Created in Cottesloe