AMIRA

AMIRA is a fresh new label for an evolving Australian fashion scene. The eponymous label is the brainchild of 26 year-old designer, Safa AMIRA Amatullah Itote. After years of working in the fashion industry and two years of study at MSIT, Safa realised her dream of launching her own design business with the release of her inaugural range, ‘Midnight Lovers’ (A/W 2010). In 2012, she introduced high-end, luxurious and quality garments to a market that is crying out for lovingly designed, meticulously crafted clothing with a difference. In a world of fast fashion, cheap fabrics and mass production, AMIRA is uncompromising on ethics and quality. With a strong desire to change perceptions and challenge the fashion ‘establishment’, Safa has made a commitment to fair and ethical production. Inherent in the AMIRA philosophy is a dedication to creating beautiful fashion with a conscience; 100 percent Australian designed and made, all fabrics are natural and organic, meaning the clothes you buy don’t have to cost the earth. With an application for an Ethical Clothing Australia accreditation underway, Safa hopes that AMIRA will join other Australian labels already pushing the boundaries to create a more sustainable industry. After receiving the title “Emerging Designer of 2012” at The Old Scholar Fashion Affair, Safa debuted her collection, Mise En Scene, at Mercedes Benz Fashion Festival. In 2014 Safa is set to release a capsule collection which embodies the AMIRA aesthetic of raw and natural fibres, crafted into minimalist yet striking designs.