New Brand To Know: Amotea

Fashion has always been a big part of life for designer Diletta Amodei, who started her brand Amotea in 2019 after focusing on raising her three children. Known for its hand-crafted. contemporary aesthetic, and its peony symbol, the brand is made in Italy. The brand is currently sold on amotea.com.

What inspired you to launch your label? 

Fashion is a great passion and has always been a big part of my life. I started designing clothes when I was very young, maybe five-six years old, I spent all my time making sketches and creating designs. I have always been an avid follower of fashion. I spend a lot of time researching, following fashion shows, and new labels. I love the haute couture shows. 

For my 18th birthday, I designed a dress which was handmade by the Fontana’s sisters Atelier. It was a historic Italian brand with headquarters in Rome, the city where I live. After finishing high school, I enrolled at the fashion and costume academy in Rome. I finished my studies with a master in marketing but I closed the dream of becoming a fashion designer because I started working in a family business out of a sense of responsibility and because this was what everyone expected from me.

After a few years I got married and had three wonderful children. For 10 years I was solely dedicated to my family, but soon that strong desire came up again. So on the threshold of 40 years, I decided that I had to launch myself on this adventure and that I deserved a second chance and that the time had come to measure myself with my skills in a courageous way.

Why fashion? 

Fashion, like architecture, music, poetry and sculpture, are forms of art and expression that allow you to communicate your world, your vision, your emotions. Fashion for me is one of the greatest opportunities we have in life to be able to express our identity and set us free. Through it we communicate, and materialise an idea is something exceptional. Through my fashion I tell my life, my city, the colors of my mood, a story.

What is your brand ethos? 

A new idea of elegance for a contemporary and modern woman: an effortless wardrobe which past and future are able to blend together. Clothes and accessories for any occasion, precious dresses featuring modern cuts, yet full of evocative power and ethos. A lively, easy-going delicacy and an intense and conscious female force permeate the spirit of the brand. Proudly made in Italy.

How would you describe your signature aesthetic? 

Romantic, feminine, and mindfully crafted. It is a timeless wardrobe which can be expressed both in event wear as well as everyday uniform.

What was your inspiration this season? 

My fall winter 2020 collection “Theather of Manners” is inspired by the photography series of the artist Tina Barney, who described the everyday life in the American upperclass. I was thinking of a utopian scene where the princess Caroline of Monaco is walking into the Cy Twombly Roman studio. There is a piece of Rome in every Amotea Collection. Rome is always my greatest source of inspiration. It’s a city so rich in history, culture, art everywhere, that it is impossible not to be influenced by. Rome is the background to all my thoughts.

Who is your customer? 

A modern woman who is elegant, sophisticated, never predictable, cosmopolitan and emancipated. She looks to the future but with a bit of nostalgia for the past, for the classic. She chooses to wear timeless clothes with an ethical and responsible approach, and a conscious attitude

What are your plans for the label?

Upgrade the level of sustainability of the brand, taking care of the cultural and human aspects to it and our responsibility as a brand. Continuing to invest into the collaboration with young female creatives such as the photographer Guen Fiore and Josefine Seifert. It is a path which is a signature of the brand from the beginning. Expand the bijoux collection which is a highlight for all of our customers. I am already working on the next collection with a view to being responsible for the environment. I have included eco-sustainable products, and knitwear made only from recycled wool. This is my biggest commitment for the future