Fusion Couture from Ami Bridal

Fusion Couture from Ami Bridal

Ensuring every bride falls in love with their dream dress

ARTICLE BY : Hanisha Sethi


For Ami Matona, her vision is a simple one - she wants their outfit to make them feel so comfortable, they don’t ever want to take it off. It’s no wonder her clients call her their ‘Fairy Godmother.’  Having loved design and fashion at a very young age, Ami pursued this further at Central St Martins, and then at the London College of Fashion for her Bachelors degree. Her passion for creating artistic designs started over 20 years ago. She was influenced by travelling to many different countries and established her label in 2003, fusing Western, contemporary fashion with traditional Asian bridal wear.

How did you start your fashion journey?
Originally, my first job was as a footwear designer for Aruna Seth’s father. I then designed jersey-wear for suppliers such as Topshop and New Look. In the 90’s I even worked with London Fashion Week designers such as Katharine Hamnett, Joe Casely-Hayford and Vivienne Westwood, where I gained a lot of experience of high-level fashion.

When did you set up your own label?
I set up my label in 2003. Originally it started out as an occasion wear label called Ami-London. After a while, we started specialising in Bridalwear and became Ami Bridal Couture. We love working with brides to create unique pieces, with amazing fits and cuts that are bespoke to every bride. We also use unique embroidery to ensure something special in every piece we make. It’s so rewarding being able to work on these for our clients.

Describe the process of creating bespoke designs
It’s a very personal experience and involves several steps. From sketches, fabric swatches, embroidery samples to the final design made to your exact body fitting. We have our own team and manufacturing unit in India that we’ve worked with for years, ensuring quality levels are maintained at every stage. At first, I’ll get to know your likes, dislikes, style, and personality. Then, i’ll sketch the design along with colours, fabrics and embellishment ideas that would work. You’ll then come in to approve the fabrics, which will help you visualise the piece, and changes can be made if necessary. After trying on the cotton toile fitting, we can ensure the style is perfect for you. Following this, the piece goes into production, and you can come in and try on your beautiful Bridal Piece when it’s completed.

Why should brides shop locally within the U.K.?
If you decide to shop locally, you get more creative control over your outfit. Sometimes the outfit you end up having has more of a contemporary edge sometimes not found elsewhere in the world. Supporting businesses founded in Britain you help the local industry and suppliers grow. If you’re from here, I think it’s pretty special to have something especially created by a designer from the U.K. At Ami Bridal Couture, we see the outfit through from the beginning to the end, from the vision to conception. During this difficult time with the wedding season, my advice to brides is to stay positive. Their day will come, big or small, the meaning of your Wedding Day is the  same.

The best in Asian dress:
“Without doubt, Ami is the most professional person on the market to get your bridal wear from. I went to lots of places to find the right person. I was overwhelmed with how beautiful my outfits were. I had a vision and Ami and her team brought it to life. I couldn’t have asked for a better service.” Sharon

• Ami Bridal Couture
West London Based
+44(0)203 500 2539
Instagram: @AmiBridalCouture
Facebook: /AmiBridalCouture

Hair and Makeup: Roshni • Stylist: Anisha Vasani • Photography Qaiser Azim
As seen in Khush Wedding 25. Buy this issue here



Tags : Fashion  Bridal Fashion  Lehenga  Ami Bridal Couture 
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