Behind the Scenes: The Making of AMAL

Every collection begins somewhere. SHADES began with an idea.

From the first sketches and fabric selections to colours, samples, prints, fittings and final details, every step brought the vision of AMAL closer to life.

There were decisions to make, details to change, and countless small moments behind the scenes. What started as an idea slowly became something we could see, touch and wear.

BEHIND THE SHOOT

From behind the camera to the final frame, the SHADES campaign came to life through movement, mood and individuality. A glimpse into the moments that brought Collection 01 to life.

This journal captures the journey from zero to the final collection — the process, the details, and the moments that usually stay behind the scenes.