Amotea is an intimate and personal permeated by a lively, brisk romanticism and an intense and conscious feminine strength. Lightness and romance blend together in a refined, fresh and carefree sensuality.
Today we interviewed the designer Diletta Amodei. With her brand Amotea, she perfectly translated her romantic view into a modern wardrobe in which past and future are able to blend in clothes and accessories for special occasions, contemporary clothing, but at the same time, full of history.
“Hi Diletta! it is a pleasure to have a chat with you.
Is the Amotea brand inspired by your correct name? How did it all start?”
The pleasure is mine, thank you for the opportunity. The brand name stems from a crasis between my surname, Amodei, and the name “Tea”, which I would have given to a female daughter. I had three boys.
“Do you live in Rome. Was it a work or personal choice? Where are you from?”
Rome is the city where I live and where I was born. I am a Roman doc, my parents and grandparents are also Roman. The art, architecture and culture of this city are a great wealth for me, as well as the main source of inspiration.
“The current quarantine situation for the creative world can be limiting. How do you live your routine and how do you manage your work?”
In reality, as never before, you can find time to do research, to devote yourself more to the creative part of this work, which is then the heart of a designer’s activity. I try to organize my time by dividing myself between the management of my children struggling with distance teaching, calls and zoom meetings with my team, and communication strategies, press office and pr .. dedicating myself to everything at this moment it can be done while waiting for the production chain to start again. I look forward to it.
“How do you define your style? Where does the inspiration for your collections come from?”
I would call it “Easy couture”, that is, an idea of couture that is easier, fresher, more versatile, contemporary. The inspiration comes from the classics of the past revisited in a modern key. Romanticism however remains the guiding thread of the collections.
“What are the style icons that best represent you?”
Women of great personality with innate elegance, free, cosmopolitan, a little rebellious, to name a few, Jane Birkin, Carolina of Monaco, jackie Kennedy, Bianca Jagger.
“What were the most satisfying moments for your career?”
Giving life to a brand that reflects my passion for the product, seeing my idea come to life and the materialization of my creative process.
“How do you approach influencers? Do you often work with them?”
The choice of people to collaborate with stems from the bond with women who meet my product idea and know how to tell it. I have a global and contemporary vision where there are no pyramids: the style and the suggestion of each gives something to Amotea. Rather than influencers, I prefer to talk about a Crew that shares values, philosophy and mood with the brand. With this crew I work constantly together to widen the possibility that other people know Amotea clothes.
“Who is the Amotea woman?”
The Amotea woman is a contemporary romantic: she lives in big cities around the world, within a network of cosmopolitan acquaintances, where there are plenty of occasions for gala, cocktails and exclusive parties. She is a woman as poetic as gritty, as sophisticated as sensual. Her wardrobe is made of signature dresses, inspired by an ethereal idea of beauty, with timeless silhouettes, perfect to make her feel and look unique.
“Which audience does your product target most?”
For sophisticated women who want a refined and exceptional product, which is handed down from generation to generation and dressed in contemporary, romantic and post-modern everyday life. Timeless but trendy.
“Have you ever thought about starting collaborations with other brands?”
I believe in the unique vision that I carry on with each of our designs. If the collaborations included other brands or garments that I would also wear and with whom I share the taste and style, why not, I would evaluate it.
“What are your plans for the future? Both near and far.”
Focus on growing and expanding a healthy company, with a product that makes us proud, those who produce it and those who buy it, trying to have an impact on the fashion market.
In the near future, shortly our tee collection made with the designer Ann Degnbol, whose proceeds will go to the community of Sant’Egidio.
“Specifically, how the SS20 collection was born? What theme mainly characterizes it?”
The SS20 collection was born from the study of moulage and volumes that derive from the constant search for couture, and from all the imagery that has made Rome memorable from the last century to today.
“Amotea focuses heavily on details and handwork. How important is Made in Italy in a product like this?”
It is of primary importance to me. We have focused heavily on the selection of fabrics and details, making use of the collaboration with excellent companies that create custom accessories for us; we have preserved the relationship with our laboratories also in this period because they are Made in Italy: Monica, Beatrice, Gianluca, all the people who personally take care of Amotea clothes, from modeling to packaging.
“I noticed a great attention to the image: not only from the point of view of the product, but also of social communication and shooting from which the strong romance that characterizes the brand shines through.”
There is no separation between image and product. There is the same cure. In addition, today we have many more means to tell the world we want to represent, through storytelling: a creative and persuasive communication through which to convey messages that evoke an identity, in this case it is mine. A romantic imagination that I share with photographers and stylists who interpret it.
“What is love for you? And in your opinion, how has this feeling changed over the past few years?”
Love for me is the engine of everything, it is the law that governs the universe. Always existed and always will exist. In my opinion, love has not changed over the years, it is the ways of showing it that has changed, with the evolution of society. I can’t imagine a life without love, I’m an incurable romantic.
Did you fall in love with Amotea like we did?
Visit its dedicated page on SHOPenauer and find out where to buy all the products.
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