Launched in 2002 UAE, Amato, which means ‘beloved’ in Italian, is the brainchild of the much-awarded creative designer Furne One, who partnered with textile expert Rashid Ali, to build this Avant Garde label. From the very first collection, Amato touched a chord with the region’s fashion elite, Inviting UAE’s beautiful women to a style renaissance, Amato broke the glass ceiling through a symphony of style and creativity, Words like ‘inspiring, intriguing and innovative’ are only a few of the compliments showered by Amato’s discerning clientele on Creative Director Furne One.


Born in the creative capital of Asia· Philippines, Furne One found his muse in his mother and grandmother through their personal style. His love for the unique and inherent quintessential edginess inspired the designer to sketch dresses as early as 10 years old. Even though he didn’t train in fashion, Furne’s natural affinity for artistic design pushed him to participate in the country’s prestigious design competition: MEGA Magazine’s Young Designer of Philippines Award 1994 – in which he won. The competition was judged by International fashion players. One of whom was lingerie designer. Josie Natori.

She was so impressed with Furne’s work and understanding of design that she offered him an internship in both her design studios in Paris and New York.


  • Beyonce, Lady Gaga, Katy Perry, Jennifer Lopez, Ellie Goulding, Rita Ora, Paris Hilton, Jessie J, Shakira, Nicki Minaj

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