Berlin is known for its hedonistic fashion. We spoke to Anca Barsan, whose brand Amoreze dresses both dress code-seeking tourists and people who want to wear unique and handmade lingerie.
Tell us about Atelier Amoreze and the clothes you are creating, what is the vision?
Atelier Amoreze stands as a narrative woven into the fabric of the city, a story of empowerment, artistry, and individual expression. Our vision is not confined to the creation of clothes but extends to crafting a tapestry where each thread symbolizes a personal journey, a statement of self, and a testament to sustainability.
In the heart of Berlin, a city celebrated for its vibrant culture and spirited individuality, Amoreze finds its rhythm. Here, we are not just creating lingerie; we are curating experiences.
Our vision is to transcend the conventional boundaries of lingerie. We see it as a medium of personal storytelling, a canvas where each individual paints their narrative of confidence, strength, and self-love. Amoreze is about embracing one's body, celebrating one's quirks, and cherishing the unique story that each person carries. It's about creating a space where lingerie is not just an undergarment but a symbol of empowerment, a garment that adorns the body and elevates the spirit.
Sustainability and craftsmanship are the cornerstones of our vision. Each Amoreze piece is meticulously crafted, paying homage to the artistry of lingerie making. We are committed to a path of sustainability, ensuring that every product not only brings joy to the wearer but also respects the planet. Our approach is one of mindfulness, cherishing the resources we use, the hands that craft each piece, and the stories that each garment will tell.
In essence, Amoreze Berlin is more than a brand. It's a movement towards a future where fashion is an expression of individuality and a celebration of diversity. It's a commitment to quality, sustainability, and above all, a tribute to the unique beauty that each individual holds. Our vision is to weave these elements into every piece we create, crafting not just lingerie but a legacy of empowerment and elegance.
Have you always had a lingerie interest?
The genesis of my lingerie journey is deeply personal, rooted in a quest for comfort, precision, and self-expression. As both the designer and owner of Amoreze, my path has been shaped by my dual background in engineering and fashion design—a mix that perfectly embodies my love for meticulous construction and intricate detailing.
My passion for lingerie was sparked by a personal challenge, a quest for the perfect fit that many women encounter. Despite owning an array of over 20 bras, I found myself caught in a conundrum of inconsistent sizing, oscillating between 70A and 80C, yet never discovering my true fit. This inconsistency is not just my story but a narrative shared by over 80% of women who struggle with finding their correct bra size, confounded by standardized sizing and inadequate guides.
In this realization, Amoreze was born—not just as a brand, but as a solution, a personal revolution against the one-size-fits-all approach. The journey began with a simple, yet profound act: measuring myself, jotting down the unique contours and dimensions of my body, and crafting the first bralette that wasn't just a piece of lingerie, but a declaration of personalized comfort and style. This bralette was not confined by the conventional norms of wires and standard cup sizes; it was a testament to freedom, designed to embrace every curve and contour with precision.
At Amoreze, we don't just create lingerie; we craft a narrative of empowerment. Each piece is a statement against the conventional beauty ideals that confine women into rigid standards of size and shape. The ethos of Amoreze is not just about providing support and comfort; it's about rewriting the story of lingerie, transforming it from a mere garment into a symbol of self-awareness and liberation.
I, am not just in the business of making lingerie. I am in the business of empowering women to embrace their unique beauty, to stand tall and confident, liberated from the discomfort of ill-fitting underwear. For me, and for Amoreze, every shape, every size is not just accepted; it's celebrated. This is not just lingerie; it's a movement towards a world where every woman can say, with confidence, "This is me, and I am beautiful.
What inspires you when creating pieces for Amoreze?
Creating pieces for Amoreze is like gathering inspiration from a colorful collage of sources, each adding its own special touch to the story of our brand. My inspiration doesn't come from just one place; it's like a melody made up of diverse, unique, and deeply personal experiences that life offers.
The Vibrancy of Berlin: The city's lively vibe, its bold individuality, and its rich cultural mix are a constant source of inspiration. Berlin is like a living, breathing canvas where history and the present blend beautifully. Every street and corner has its own tale, and this lively energy, this celebration of diversity and freedom, finds its way into every piece of Amoreze lingerie, reflecting the heart and soul of the city and its people.
Art Deco and Bohemian Styles: The sleek elegance of Art Deco, combined with the free-spirited vibe of Bohemian style, offer endless creative sparks. These styles are more than just design elements; they tell stories of a bygone era, of bold self-expression and artistic movement. They guide the look and feel of Amoreze, blending the structured with the flowing, the timeless with the modern.
Individual Stories: Every person has their own unique story, a personal path filled with ups, downs, and dreams. These stories are incredibly inspiring. They remind me that lingerie isn't just an item of clothing but a close companion in life's journey, a piece that should honor the individual, celebrate their path, and lift their spirit.
The Pursuit of Comfort and Empowerment: The basic need for comfort, support, and a feeling of empowerment is at the core of every Amoreze piece. Realizing that lingerie is the first layer you put on, the first hug of your day, inspires me to create pieces that are not just pretty to look at but also offer a cocoon of comfort and a boost of confidence.
Nature's Colors and Textures: The endless colors, textures, and shapes found in nature inspire our color choices and fabric selections. From the intricate lace that echoes the detailed patterns of leaves to the color schemes that reflect the earth's natural tones, nature is an ever-present source of inspiration, reminding us of the beauty in the natural, the simple, and the real.
In making pieces for Amoreze, inspiration is a never-ending journey, a friendly chat between the creator, the wearer, and the world they live in. It's about capturing not just the outward beauty but the hidden stories, the quiet whispers of confidence, and the bold statements of individuality. Every piece of Amoreze is a celebration of this inspiration, a love note to each person's uniqueness, and a nod to the art of living your true self.
Do you have a "guilty pleasure" when it comes to designing?
Over time, my approach to design has evolved into what some might call a "guilty pleasure," but I see it as a celebration of authenticity and creativity. Initially, I found myself crafting pieces that I believed people wanted to see and wear, trying to match the rhythm of the market's expectations. But as time passed, a realization dawned on me: striving to be liked is not the pathway to success; it's a route to losing your essence.
I've shifted the narrative now. My design process is an intimate dance with my imagination, creating what resonates deeply within me, what I visualize with my eyes closed, and the bold, untamed ideas that spring to life in my mind. It's about honoring my inner voice, my unique perspective, and trusting that the right people will appreciate and connect with my creations.
This isn't to say that I work in isolation. The very essence of Amoreze is rooted in tailor-made and bespoke experiences. I warmly welcome and incorporate my clients' feedback, ensuring that each piece is not just an extension of my vision but a harmonious blend of their personality and style. It's a collaborative journey, one where the final creation honors both the wearer's essence and my artistic integrity.
What I've learned, and what I hold dearly, is the power of not compromising your true self for the sake of being liked. It's about being fearless in your creativity, authentic in your expression, and trusting that your tribe—those who resonate with your genuine voice—will find you. This, to me, is more than a guilty pleasure; it's the core of my creative ethos, the heartbeat of Amoreze.
Does Berlin inspire you in some way, if so, how?
Berlin, the city I now call home, inspires me in countless ways, infusing my work with its vibrant spirit and rich cultural way.
Berlin's essence lies in its unapologetic celebration of diversity and freedom. It's a city where people from all walks of life come together, and this melting pot of cultures, ideas, and perspectives is a well of inspiration for me. It reminds me that beauty lies in the unique, the unconventional, and the authentic.
The Artistic Expression:Berlin is a canvas where art and expression flourish. Its street art, galleries, and the ever-present echoes of its tumultuous history feed my creativity. The city's ability to constantly reinvent itself, to blend the classic with the avant-garde, inspires me to push boundaries in my designs.
The people of Berlin are a testament to individuality. They fearlessly embrace their true selves, unafraid of judgment or conformity. This courage to be authentic, to stand out from the crowd, seeps into my creations. It's a reminder that lingerie is not just a garment; it's an expression of one's inner self.
The energy of the city is palpable. It's a city that never sleeps, where creativity knows no bounds. This energy infuses my work with a sense of vibrancy and dynamism. It pushes me to constantly innovate and explore new horizons in lingerie design.
In essence, Berlin is not just a backdrop for Amoreze; it's an integral part of its DNA. It's the source of the brand's boldness, its celebration of individuality, and its commitment to pushing the boundaries of lingerie design. Berlin inspires me daily, reminding me that in creativity, as in life, the sky's the limit.
Wanna tell us about the brands journey, where are you today?
Certainly, the journey of Amoreze has been a captivating odyssey of growth, evolution, and a steadfast commitment to our core philosophy. Today, we stand as a brand that celebrates individuality, empowers self-expression, and crafts lingerie that is not just beautiful but deeply personal.
From Inception to Empowerment:
Amoreze was born from a personal need, a desire to create lingerie that truly embraced and celebrated individuality. It began with a simple idea: that ill-fitting bras were not just uncomfortable but also contributed to poor posture and a lack of self-awareness. This insight led to the inception of Amoreze, a brand that aspired to empower women through perfectly fitted lingerie.
The Shift to Sustainability:
A pivotal moment in our journey was the decision to embrace sustainability wholeheartedly. This wasn't a mere addition to our values; it was a complete transformation of our sourcing, production, and operations. We recognized the need to minimize our environmental footprint and adopt ethical practices. This shift resonated deeply with our audience, who sought brands with a conscience.
Community Engagement and Belonging:
Another significant milestone was our commitment to community engagement. We became more than just a brand; we became a community. Through workshops, interactive sessions, and open dialogues, we fostered a sense of belonging and togetherness. We listened to our audience, valued their input, and made them an integral part of the Amoreze family.
Innovation and Customer-Centric Approach:
Innovation has been the heartbeat of Amoreze. Whether it was introducing eco-friendly materials or incorporating customer feedback into design, we evolved continuously. Every piece we create is a testament to our commitment to quality, sustainability, and a customer-centric approach.
Impactful Stories:
Our journey is marked by impactful stories. From individuals who found newfound confidence in our lingerie to our sustainability initiatives that foster environmental consciousness, Amoreze has become a catalyst for positive change. We've not only transformed wardrobes but also empowered individuals and communities.
Looking Ahead:
Today, Amoreze is poised to continue its journey of growth and innovation. We're diversifying our product range, introducing new categories that resonate with our ethos of empowerment and elegance. We're expanding globally while maintaining our commitment to local craftsmanship and sustainable practices.
Technological Integration:
We're embracing technology to enhance the customer experience, exploring virtual fitting rooms and AI-driven style recommendations. Our upcoming projects include artistic collaborations, community-based initiatives, and an educational series to educate our audience about sustainable fashion and self-expression.
Influencing the Fashion Industry:
Amoreze aspires to be at the forefront of the sustainable fashion movement, advocating for ethical practices and promoting individuality and self-expression. We aim to set new standards in the lingerie and fashion industry, envisioning a future where fashion is a positive choice for both individuals and the planet.
How does the future look for you and Amoreze?
As we expand globally, we remain firmly rooted in our commitment to local craftsmanship and sustainable practices. Our aim is to create a global brand that feels incredibly personal and conscientious, no matter where you encounter it. We want to connect with individuals worldwide, offering them the unique Amoreze experience.
Amoreze is looking forward to engaging in artistic collaborations with talented artists, designers, and influencers who share our vision of empowerment and sustainability. These collaborations are not just about creating products; they're about weaving stories and experiences that resonate with our audience.
Plans are underway to launch community-based initiatives that involve our audience more deeply. These initiatives include workshops, design contests, and sustainability drives that encourage participation and foster a sense of togetherness. We want our community to feel not just heard but actively engaged in shaping the Amoreze journey.
Our commitment to advocating for sustainability, promoting individuality, and setting industry standards remains unwavering. We aim to be at the forefront of the sustainable fashion movement, sharing our practices, challenges, and successes to inspire and influence other brands to adopt more ethical approaches to fashion.
In essence, the future for Amoreze is a vibrant canvas of creativity, innovation, and a deep connection with our community. We are not merely navigating the future; we are actively shaping it, crafting a legacy of empowerment, elegance, and ethical responsibility. The journey ahead is one of boundless possibilities, and we invite everyone to be a part of it.