Get to know Bieber fave Amiri:
"At the end of the day, when I make clothes, my main motivation is to make people feel good."Author:Steve DoolPublish date:Jun 4, 2018Updated onOct 18, 2018In our long-running series "How I'm Making It," we talk to people making a living in the fashion and beauty industries about how they broke in and found success.
I remember one of the captions was, "Just making this for no reason at all. No sales, no editors, no stores in mind. I just want to make something really special." Having that as my base was the first stepping stone to being able to run a business the way that I wanted to run it and build a brand the way that I felt the modern fashion business was ready for. It's about the industry being open to new ideas and new ways of finding talent.
I would love to say it was clear as day, but it wasn't. I knew I wanted to keep it authentic to who I am. Having it in one shop allows you to kind of see where people are gravitating and what works for you. It was a bit of analytics and science, also. It turned out that they things that I thought were truest to me were the things that worked the best. I just kept the formula of being honest to myself and to my own perspective and my own unique childhood.
You mentioned earlier about the intricacies of producing the collection in LA. Did you ever consider moving Amiri somewhere else? Young brands are so focused on, "If I could just get it on this one celebrity and get it on social media, my brand's going to be special." What happens is, you have a brand that's based on nothing except one person wearing it. Not to say that it hasn't been important to my business, because it has. But, at the end of the day, when I make clothes, my main motivation is to make people feel good.
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