Bodyamr

Bodyamr was a London-based fashion label created in 2005 by Omani designer Amr Ali.[1]

Bodyamr
IndustryFashion design
Founded2005
FounderAmr Ali
Headquarters
London, UK
Area served
Worldwide
Websitebodyamr.com

Amr Ali

Bodyamr takes its name from its founder, Amr Ali, a British-born designer of Omani descent.[2] He began designing while working as an interior designer for Nicholas Haslam. Haslam pushed Ali to start his own fashion label. The name "Bodyamr" was first suggested by singer Annie Lennox and the brand was launched in 2002 when Ali was 22.[3][4] According to Harper's Bazaar at the time his showroom and design studio acted "as a meeting place for musicians, artists, and his muses who provide[d] inspiration as he work[ed] on his new fashion and lifestyle label".[5]

Design house
Bodyamr designs

The firm's first collection featured jewel studded evening dresses worn by several key figures in the music industry including Madonna, Whitney Houston, and a host of supermodels. In 2005 the firm launched its first pret-a-porter collection at London Fashion Week.[3] One of its main themes has been the injection of Arabian cultural influences into the designs, specifically Omani oriental references. Bodyamr also worked with other design houses for its collections, including Christian Louboutin who designed the shoes for the Bodyamr collections.[6]

Soon after the release of his collection, Ali became known as the first internationally successful British Arab fashion designer.[4] In 2007 his third collection was inspired by the Iranian painter Mahmoud Farshchian, who gave permission to reproduce his work The Fifth Day of Creation within his collection.[7] Despite these high-profile collaborations, Bodyamr was still called "one of the best kept secrets of fashion insiders" by Vogue Magazine in 2008 when they released a nine-piece limited edition capsule collection through Harrods' Designer Studio.[8]

In 2010 Bodyamr launched its new diffusion range BodyAmr Studio, a ready-to-wear line, inspired by the 1970s New York City disco scene.[9] The name of the line was inspired by the culture and fashion of the New York nightclub Studio 54,[10] and was described by fashion publications as a new direction in lounge-wear.[11] That year Bodyamr was featured by British Vogue due to the number of celebrities choosing to wear his designs to high-profile events.[12]

In 2011 Bodyamr teamed with Rolls Royce to produce a series of artistic advertisements celebrating the car company's 100th anniversary.[13]

References
  1. The Observer, 2005 "Sultan of Style"
  2. Sarah Maisey (April 12, 2009). "From photography to fashion". The National. Retrieved July 31, 2012.
  3. Jyoti Kalsi (November 22, 2006). "Wear your Bodyamr". Gulf News Report. Retrieved July 26, 2012.
  4. "Shape Shifter". Haute Muse. August 2011. pp. 66–69.
  5. "Brief history: Bodyamr". Harper's and Queen. September 2005. p. 62.
  6. Sophia Jones-Cooper (May 2009). "Sultan of Style". Emirates Women. Retrieved July 26, 2012.
  7. Patrick Francis. "Amr Ali: Sultan of Style". Jumairah Magazine. p. 136.
  8. Leisa Barnett (November 7, 2008). "Brace Yourself". Vogue Magazine. Retrieved July 31, 2012.
  9. "June 18th – New Collection: BodyAmr Studio". Harper's Bazaar. Jun 18, 2012. Archived from the original on April 20, 2013. Retrieved July 26, 2012.
  10. "BodyAmr launches a diffusion line". Grazia. June 18, 2010. Retrieved July 26, 2012.
  11. Alison Taylor (December 7, 2010). "The Christmas party dressing faithfuls". The Telegraph. Retrieved July 26, 2012.
  12. Lauren Milligan (November 19, 2010). "We're All Wearing: BodyAmr". British Vogue. Retrieved July 26, 2012.
  13. Benjamin Reynolds (May 12, 2011). "Rankin and BodyAmr team up for Rolls Royce 100th anniversary". 2011 London Fashion Week, Beauty and Lifestyle News. Retrieved July 26, 2012.
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