28 January 2022
By Kristen Daly
This month, Showpo proudly released its new in-house collection, Amalie The Label. In conversation with CEO Jane Lu and designer Anne-Marie Chimarios, we explore how Amalie beautifully represents Showpo’s growing focus on consciously made fashion.
As so many creative projects do, it started with a mood. Confident but relaxed, free spirited but chic, Amalie - the persona behind the label - is that girl you know who loves trips to the beach, dancing to her favourite music and giving her friends pick-me-up hugs whenever needed. She also seeks to make considered choices in every area of life from the food she eats to the makeup she wears to the clothes she picks out. So, Amalie The Label was born.
The planning started in earnest early last year, as Showpo’s Leadership and Corporate Social Responsibility (CSR) team finessed their vision towards improving transparency and standards around fabric sourcing and manufacturing processes. Fast forward to January 2022, and the first drop of Amalie apparel - beautifully crafted from linen and other natural fibres - is now live on all Showpo platforms.
“The fashion world is changing, customer needs are evolving and Showpo is evolving too. Over the last few years we’ve placed a huge focus on reviewing and taking progressive steps towards limiting our environmental impact,” reflects Jane Lu, Founder and CEO of Showpo.
“Our CSR team has made a lot of progress in this area with a number of exciting projects, including their submission to the Baptist World Aid (BWA) Ethical Fashion Report last year, which was a big milestone for us. We’ve also started the switch to environmentally friendly packaging,” she says.
“Now we’ve launched Amalie The Label as a lifestyle brand that’s consciously produced from beautiful natural fibres. It’s been a thrill for us to merge our values in this space with such a fresh and feminine aesthetic that feels totally Showpo.”
Anne-Marie Chimarios, Showpo’s Head Designer and the creative mind behind Amalie, agrees it’s exciting for the company to commit to sourcing and working with more natural fabrics. “For me it feels great to be part of a company and brand that wants to encourage and build on those important little things that create change,” she says.
She also relished the chance to develop a new and covetable yet timeless look for Amalie. Luxe but laid back, elevated but effortless, it’s a feminine aesthetic that will immediately resonate with Showpo customers, yet also offer a fresh note for their wardrobes.
“I loved the idea and created a little persona in my head, and the carefree, feminine Amalie evolved from there,” she says. “I started with designing the logo and collection as a whole, but very quickly became very meticulous of all the trims and details of every design. Fit is important to me, so we worked very hard to make sure Amalie fits and finishes were at the highest standard. We wanted Amalie to feel premium and luxe to everyone who wears her.”
This careful attention to detail is certainly evident in the first drop, which offers a range of breezy dresses, chic sets and versatile separates - all built to last for the long term. There’s a focus on pretty but unfussy finishes like voluminous sleeves, simple cut outs and strap detailing, and lush, summer-ready prints that are sure to inspire some double takes.
“Amalie has a unique print direction which always feels feminine and beautiful,” Anne-Marie says. “It always offers a mental escape for the wearer, to feel like they are dressed for a holiday, an occasion or simply enjoying life somewhere in the sunshine.”
When asked to nominate a favourite design, Anne-Marie instead talks up one of the collection’s feature prints. “I’m obsessed with everything in the iris floral print. The print pieces worn together is the ultimate clash of floral fantasia!”
As they fall in love with these pieces, Showpo customers can take note that Amalie is here to stay. Designed to capture a Showpo aesthetic not previously fully realised, Amalie The Label is sure to retain its place in the wider collection - with tweaks to reflect each new season.
From this summer’s ethereal prints to future earthy palettes evoking far-flung travel destinations, each drop will have its own theme, story and design details, says Anne-Marie. “They just keep getting more beautiful, more feminine and more fun to design.”
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