Bodyamr

From Wikipedia, the free encyclopedia
Bodyamr
Industry Fashion design
Founded 2005
Founder(s) Amr Ali
Headquarters London, UK
Area served worldwide
Website Homepage

Bodyamr is a London-based fashion label created in 2005 by Omani designer Amr Ali.[1]

Amr Ali

Bodyamr takes its name from founder and designer of the fashion house Amr Ali, a British-born designer of Omani descent. Ali's father is from Oman and his mother from Bahrain. His father was an ambassador for the Omani government and posted in New York City, Vienna, Gstaad, Muscat, and London over Ali's childhood. The family moved back to Oman when Ali was 14.[2] He began designing while interning as an interior designer Nicholas Haslam, when Ali took up creating customed designed t-shirts for his friends. Haslam introduced Ali to people within the fashion industry and also pushed Ali to start his own fashion label. The name "Bodyamr" was first suggested by singer Annie Lennox and the brand was launched in 2002 when Ali was 22,[3][4] despite Ali having no official training as a fashion designer.[2] According to Harper's Bazaar at the time his showroom and design studio acted "as a meeting place for musicians, artists, and students who provide[d] inspiration as he work[ed] on his new fashion label".[5] Ali is also a collector of art and vintage fashion pieces. His art collection includes pieces by Guy Bourdin , Emma Summerton , Allen Jones , Salvador Dali , Damien Hirst, Banksy, Helmut Newton, and Tracey Emin.[2]

Design house

Bodyamr designs

The first collection of Bodyamr featured Swarovski crystal studded vintage T-shirts and worn by several figures in the music industry including Madonna, Justin Timberlake, and others. In 2005 Bodyamr launched its first pret-a-porter collection at London Fashion Week.[3] One of the main themes of his work has been the injection of Arabian cultural influences into his designs, and specifically Omani references. Bodyamr also works with other fashion design houses for its collections, including three years with Christian Louboutin who designed the shoes for the Bodyamr collections.[6]

One of the brand's key supporters has been Florence Welch of the band Florence and the Machine, who has been costumed by Bodyamr during many of her most widely seen performances. Soon after the release of his collection, Ali became known as the first internationally successful Omani fashion designer.[4] In 2007 his third collection was inspired by the Iranian painter Mahmoud Farshchian, who provided Bodyamr with permission to reproduce his work The Fifth Day of Creation within his collection.[7] Despite these high profile collaborations, Bodyamr was still called "one of the best kept secrets of fashion insiders" by Vogue Magazine in 2008 when they released a nine-piece limited edition capsule collection through Harrods' Designer Studio.[8]

In 2010 Bodyamr launched its new line BodyAmr Studio, a ready-to-wear line dedicated to women with an active life, specifically inspired by the 1970s New York City disco scene.[9] The name of the line was inspired by the culture and fashion of the New York nightclub Studio 54,[10] and was described by fashion publications as a new direction in party-wear.[11] That year Bodyamr was featured by British Vogue due to the number of celebrities chosing to wear his designs to high profile events.[12] An example of these celebrities was Kylie Minogue, whom Bodyamr dressed for Stylist in celebration of her 25th anniversary in the music industry.[13]

In 2011 Bodyamr teamed with Rolls Royce to produce a series of artistic advertisements celebrating the car company's 100th anniversary.[14]

External links

References

  1. ↑ The Observer, 2005 "Sultan of Style"
  2. ↑ 2.0 2.1 2.2 Sarah Maisey (April 12, 2009). "From photography to fashion". The National. Retrieved July 31, 2012. 
  3. ↑ 3.0 3.1 Jyoti Kalsi (November 22, 2006). "Wear your Bodyamr". Gulf News Report. Retrieved July 26, 2012. 
  4. ↑ 4.0 4.1 "Shape Shifter". Haute Muse. August 2011. pp. 66–69. 
  5. ↑ "Brief history: Bodyamr". Harper's and Queen. September 2005. p. 62. 
  6. ↑ Sophia Jones-Cooper (May 2009). "Sultan of Style". Emirates Women. Retrieved July 26, 2012. 
  7. ↑ Patrick Francis. "Amr Ali: Sultan of Style". Jumairah Magazine. p. 136. 
  8. ↑ Leisa Barnett (November 7, 2008). "Brace Yourself". Vogue Magazine. Retrieved July 31, 2012. 
  9. ↑ "June 18th – New Collection: BodyAmr Studio". Harper's Bazaar. Jun 18, 2012. Retrieved July 26, 2012. 
  10. ↑ "BodyAmr launches a diffusion line". Grazia. June 18, 2010. Retrieved July 26, 2012. 
  11. ↑ Alison Taylor (December 7, 2010). "The Christmas party dressing faithfuls". The Telegraph. Retrieved July 26, 2012. 
  12. ↑ Lauren Milligan (November 19, 2010). "We're All Wearing: BodyAmr". British Vogue. Retrieved July 26, 2012. 
  13. ↑ "THE KYLIE FASHION SHOOT". Stylist. Retrieved August 13, 2012. 
  14. ↑ Benjamin Reynolds (May 12, 2011). "Rankin and BodyAmr team up for Rolls Royce 100th anniversary". 2011 London Fashion Week, Beauty and Lifestyle News. Retrieved July 26, 2012. 
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