Emerging Fervour

I met Amr, the cute designer behind BodyAmr, at Somerset House where he was exhibiting at LFW. I was so blown away with the vibrant colours and figure-hugging outfits. The display was especially eye-catching…I loved the contrasting simplicity of the concept against the luminous creations. LOVE LOVE LOVE.

Amr Ali is a London based designer who studied at Chelsea College of Art and Design and Middlesex University, set up his own label in his final year at college and blew everyone away with all of his collections.

We’re in the middle of writing more pieces on the designers exhibiting at Somerset House and we will of course be giving you all a snapshot of designers that caught our eye. In the meantime, we received images for S/S 10 from BodyAmr so we thought we’d start off our one of many designer profiles from LFW with this label.

Here’s the S/S 2010 Collection we saw at Somerset House…

I was lucky enough to get a quick interview with Amr…

Tell us about yourself, who is Amr?

Amr Good question… Who is Amr? If only I knew

Thank God for Google… So, what’s the story behind BodyAmr? When were you formed and what’s the plan for the future?

Amr Laid back glamour with a sleek, modern and seductive edge. I started BodyAmr in my final year of college, and my plan? … To enjoy the future and to create a BodyAmr army to take over the world.

I know you’re from the middle east – does your cultural background influence your designs?

Amr Of course, it’s everything I am and in everything I do. Just look at my brand…from my logo to my collections.

Do you get inspired by anything you come across or do you look deeper?

Amr Both, depends on my mood.

How did it feel the first time BodyAmr was a part of London Fashion Week? Amazing right?

Amr Amazing yes, but more like… Why the fuck did it take so long?

What does the word ‘Fashion’ mean to you?

Amr BODYAMR

Lastly, we obviously love you – how much do you love Emerging Fervour?

Amr More than I love myself… Of course!

To shop BodyAmr, you can visit Net-a-Porter their new collection will be up on the site soon and also check out the BodyAmr site www.bodyamr.com. Harrods also stock BodyAmr so make sure you pass by!