OUR STUDIO
About AMAE
AMAE is a design studio based in Dubai. We create original prints and the visual stories behind them, then give them a form: something you wear, something you keep, something you live with.
At AMAE, print is not a surface. It is the story itself. Every design begins somewhere specific: a memory, a place, a mood, a flower that refuses to behave like other flowers. A bird emerges from a lily. A leopard hides inside the petals of an orchid, and you only see it on a second look.
The abaya is where we begin, cut to carry the print rather than compete with it, in pure Italian silk, luxurious twill and crepe. Each design is printed in small runs and offered both ready-to-wear and tailor-made.
But the design was never meant to stay on fabric. The same visual language will move onto paper, porcelain and the small objects that make a home feel like yours, so that owning more than one piece feels like living inside one world, not collecting separate products.
We don't design for trends. We design for the woman who would rather own one piece she loves than ten she forgets.
A PERSONAL NOTE
A Letter From the Founder
I didn’t set out to build a fashion label. I set out to build a place where you don’t have to explain yourself.
I named it Amae, a Japanese word with no real translation, but the closest I can give you is this: the quiet trust of being able to lean on someone without asking permission. Being indulged, understood, held, simply because you’re you. I’ve always loved that there’s a word for something so specific. I wanted to build a brand around it.
For years, I worked in rooms where image mattered more than identity, marketing, brand, events, content. I got very good at making things look right. What I kept craving, for myself and for the women around me, was something that felt right instead. Not louder. Not trendier. Just recognized.
That’s what Amae is. Every print you’ll see across these pieces, the abayas, the linens, the small everyday objects, is designed to be unrepeatable. Not as a marketing word, but as a promise: you will not see yourself reduced to a pattern everyone else is also wearing. The fabric, the stitching, the care in construction, none of it is decoration. It’s how we say the same thing the name already says: you are worth looking after.
I won’t pretend that’s a strategy. It’s personal, the way I hope everything here feels personal to you.
I’m not building a shop. I’m building a studio, one visual language that happens to live in different forms, whether that’s what you wear or what sits on your table or what you write in. If you own more than one piece, I want it to feel like you’re living inside the same world, not collecting separate products.
So this isn’t an invitation to buy something pretty. It’s an invitation to belong somewhere quieter than most of what’s out there, where being fully yourself is the only requirement.
Welcome to Amae.
Founder, Amae