Amoral approach to the fashion of the 1920's. 

The most anticipated show of Riga Fashion Week Autumn/Winter 2015 session. Amoralle won 'the best runway show' of them all by right. Live performance, luxuriously seductive gowns and theatrical approach to runway storytelling. That's what made this show so special. And, if you were not there that night, then it will be hard to imagine what it really was about. But I'll try to express it with words.


The designer of Amoralle, Inese Ozola, is good at finding all sort of different ideas for inspiration. It's cabaret, Magnum ice cream and now the fashion of the 1920's. What novel is considered to be the most powerful source of literary inspiration for designers in terms of the 1920's era? It's 'The Great Gatsby' by F. Scott Fitzgerald. According to Inese Ozola it was this book that inspired her to design these silk, lace, chiffon and velvet full gowns. The most sensual fabrics of them all. The most seductively amoral fabrics. Apart from lingerie and obvious night gowns, Amoralle has some dresses, like those silk-y cami ones, that can easily serve as evening gowns to be worn to all sort of events. Or the silk-y blue trouser combination. Pajama-like? Who said you can't sport it in public? At the end of the day, one of lessons we learnt from the 'Sex and the City' series, and Carrie Bradshaw herself, is that we can easily "take lingerie to the streets - where it can be better appreciated" (according to WhoWhatWear). So, take this advice from the fashion queen of New York , put one of these Amoralle AW15 garments on and go conquer the streets of your city!


Now my favorite part about Amoralle runway show. The storytelling. Need to admit that this Latvian designer knows the importance of storytelling. It was sensed in totally everything - the music, the makeup and the way the models were walking. Live music by Latvian band DAGAMBA, dramatic and strong at the same time, made the audience go crazy. And this is understandable. Live performances during the fashion shows happened to be a sort of a trend. And a sort of entertainment. Why? It sets much more realistic emotions, as if you happen to be at the concert and fashion show at the same time. And here you see models walking down the runway together with the music, in a strong and a bit man-like pace. Other important part of the storytelling was taken by makeup and hats - very 1920's style and very theatrical. It did, to some extent. remind me of John Galliano's theatrical approach, let's say, more calm, Baltic style, theatricality of him. And, of course, in female perusal. I think why I really sensed these associations, was because of the pace used by models that wrapped all the puzzle parts together in a single performance. Standing ovations go to Inese Ozola and her child-Amoralle.




Amoral approach to the fashion of the 1920's. 

The most anticipated show of Riga Fashion Week Autumn/Winter 2015 session. Amoralle won 'the best runway show' of them all by right. Live performance, luxuriously seductive gowns and theatrical approach to runway storytelling. That's what made this show so special. And, if you were not there that night, then it will be hard to imagine what it really was about. But I'll try to express it with words.


The designer of Amoralle, Inese Ozola, is good at finding all sort of different ideas for inspiration. It's cabaret, Magnum ice cream and now the fashion of the 1920's. What novel is considered to be the most powerful source of literary inspiration for designers in terms of the 1920's era? It's 'The Great Gatsby' by F. Scott Fitzgerald. According to Inese Ozola it was this book that inspired her to design these silk, lace, chiffon and velvet full gowns. The most sensual fabrics of them all. The most seductively amoral fabrics. Apart from lingerie and obvious night gowns, Amoralle has some dresses, like those silk-y cami ones, that can easily serve as evening gowns to be worn to all sort of events. Or the silk-y blue trouser combination. Pajama-like? Who said you can't sport it in public? At the end of the day, one of lessons we learnt from the 'Sex and the City' series, and Carrie Bradshaw herself, is that we can easily "take lingerie to the streets - where it can be better appreciated" (according to WhoWhatWear). So, take this advice from the fashion queen of New York , put one of these Amoralle AW15 garments on and go conquer the streets of your city!


Now my favorite part about Amoralle runway show. The storytelling. Need to admit that this Latvian designer knows the importance of storytelling. It was sensed in totally everything - the music, the makeup and the way the models were walking. Live music by Latvian band DAGAMBA, dramatic and strong at the same time, made the audience go crazy. And this is understandable. Live performances during the fashion shows happened to be a sort of a trend. And a sort of entertainment. Why? It sets much more realistic emotions, as if you happen to be at the concert and fashion show at the same time. And here you see models walking down the runway together with the music, in a strong and a bit man-like pace. Other important part of the storytelling was taken by makeup and hats - very 1920's style and very theatrical. It did, to some extent. remind me of John Galliano's theatrical approach, let's say, more calm, Baltic style, theatricality of him. And, of course, in female perusal. I think why I really sensed these associations, was because of the pace used by models that wrapped all the puzzle parts together in a single performance. Standing ovations go to Inese Ozola and her child-Amoralle.



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