More details soon, but firstly, as we are all busy, a quick summary of what this letter brings to you: 

– 25% off with SCHOOL at checkout

– 10% extra on SALE category with EXTRA10

– Gift: Ami Amalia tote or a scarf (your choice) (*every order over 100€) 

– Draw for invitations at our Fashion Week show on October 13th 

– Comment section for your wishes and recommendations for our runway show 

– Become a member of our start up community for the Ami Amalia retreat property in Transylvania. 

Valid for orders from now until September 15th. 

And now, a bit more detail 🤍

This is a season that feels a bit decisive for the direction our company is taking, for how we can bridge manufacturing to fashion and to the wellbeing of our community. 

And that raises the question, of course, who is our community? Are we still in touch with them? Are we doing things together, is there interest to do new, out of the box things together, or we need to think just like a clothes brand and play by those rules? 

Our Fashion Week shows have not been about a collection to sell to the buyers, but our way of articulating a thought, an emotion, an opportunity to interact with our customers and supporters, while also observing how new audiences understand our brand. 

So now we need to hear from you. When you place an order you can share with us your thoughts, and also let us know if you would like to be included in the draw for invitations to our show on October 13th. 

About the retreat concept: we think for some of you it will be a clear move and direction, certainly if you have followed our campaign from Transylvania, especially the ROOTS campaign that was photographed last year in the same village that we have now chosen for this project. 

We believe that our knitwear from premium natural yarns is wellness and more benefic than a skincare routine. 

We want our knitwear to make you feel comfortable in nature, to invite you to spend more time there and experience wellbeing. 

This historical property has the potential to bring another dimension to the experience you have as an Ami Amalia customer and to strengthen our message about the importance of natural fabrics in our lives. 

We can let you know when the project is ready for visitors, but you can also become part of the journey, subscribing to regular and detailed updates about the project, join us in various activities, and when we will be in a more advanced stage, have priority for booking a stay there. 

You are included in this community when you place an order from now until September 15th.

And while thinking of our proposals here, enjoy 25% reduction on our products as a “back to school” treat, an extra 10% on the current SALE category, and receive also a gift, your choice between a tote or a triangular scarf. 

This offer is available in our store as well. 

Looking forward to your suggestions for the Fashion Week show, 

And here you can see products from our previous shows 🙂 

Ami Amalia