Amaud is a modern, ethical fashion brand that seeks to promote dignity and sustainability throughout the supply chain and across the globe. It is a positive impact luxury brand based on the founding principle of commitment to craftsmanship, design and positive social and environmental change. In focus are luxury prêt-à-porter pieces from vintage Kimonos, sourced from markets in Kyoto. They are carefully unpicked, cleaned and fully repurposed into original creations.
In Japan, fewer and fewer people wear traditional kimonos on a daily basis. Amaud was born from the idea of bringing life back into vintage kimonos in the hopes of preserving these beautiful fabrics by seeing them in a new light.
With every kimono that Amaud reinterprets, the brand strives to continue the tradition of Japanese craftsmanship and the practice of passing kimonos down to the next generation. The design of the kimonos flows into the creation of new silhouettes – when a spark of inspiration comes, an original piece is created.
Sarah Jane Fergusson is the Tokyo based designer behind Amaud. She made her fashion debut by winning the Redress Design Award Special Prize as part of Centrestage 2018. With a degree in Bespoke Tailoring from London College of Fashion, she gained experience working for fashion houses such as Alexander McQueen and Missoni.
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We cooperate! This article was written in cooperation with the international platform for ethical fashion www.styleandthegang.com. Whether from Tokyo, Kilifi, Barcelona or Bali – on their website the editors Tays Jennifer Köper-Kelemen and Nina Elyas present unusual, socially committed and ethical fashion brands with cross-cultural concepts from all over the world. Curated designers tell their stories of craftsmanship, and what it means to create fashion with added value.