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 signature essentials and has evolved to incorporate fashion forward pieces that surpass fast fashion and trends. 

Hailing from rural Western Australia, Amāre Founder and Creative Director Amy 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 styles.” 

Amy is passionate about quality and attention to detail which is very much embraced in the luxurious finishes & superior fabrications used for each collection.   Each Amāre piece is finished to such a degree that it can be worn and loved for years to come.  Amy launches new styles, colours and prints in small quantities and only re-orders as required to reduce unnecessary waste and to limit the environmental impact.  

Each collection features bold prints that are designed exclusively for Amāre ensuring that each piece is unique but also carries a distinct personality. This emphasis on exclusivity adds to the allure of Amāre, making every garment a statement piece that can elevate the wearer's style and confidence.

Effortless style  |  Understated Luxury  |  Created in Cottesloe

Founder & Creative Director, Amy Beeck with her daughters Lulu & Scarlett