AMUR is a clothing collection created in New York City that was born from the concept that great style does not have to come at the expense of our environment—and that design can strike a balance between beauty and good intentions. It’s an approach that’s woven into their very name: AMUR - A Mindful Use of Resources.
Sofia Shannon,the creative director behind AMUR, believes that nature is the ultimate luxury and she uses that as a starting point to weave together creativity and the environment.
The approach that is the heart of AMUR's design process focuses solely on fabric: "All materials are sourced with an eye toward environmental good, whether organic and natural fabrics, reclaimed fibers that conserve material resources or trims made by artisan collectives in the developing world. While it’s an evolving process, one we’re continually striving to improve, each piece in the collection embodies a singular philosophy: that mindful living will always be in style".
With their swooning designs they match sustainably sourced materials with their idea for the outfit of a modern and conscientious woman in terms of green fashion: their designs are bold and daring with a touch of high femininity and romanticism. Think of a damsel in distress that is a warrior princess in disguise.