Amoretu, a leading knitwear brand, is dedicated to designing classic, high-quality clothing for the modern woman, with a focus on both technological leadership and craft innovation. Its worldwide appeal has reached Australia with its comfortable, eye-catching, and stylish designs.
“Amoretu is not just clothing but a symbol of lifestyle, a platform where women feel confident, respected, and can shine in any situation,” a spokesperson for Amoretu explains. This reflects the brand’s commitment to combining traditional knitting craftsmanship with modern design, allowing women to express personal taste and confidence in any setting.
That dedication to style was rewarded when the ‘7th Generation Ladies’ Knitted Blazer‘ won the Muse Design Gold Award. The MUSE Design Awards recognize innovative designs by creative professionals worldwide. The International Awards Associate holds the awards, whose motto is “Honoring Excellence, Inspiring Innovation.”
The ‘7th Generation Ladies’ Knitted Blazer’s stylish, comfortable design results from three years of work by the Amoretu design team. The challenge was to deconstruct the traditional business casual blazer and create a design system centered on knitting. This innovative approach aligns with Amoretu’s mission to combine craftsmanship with modern fashion, creating pieces that are both functional and fashionable.
Over 22 models were designed in search of the perfect fit. Every knitting technique available was tested to find one that would meet the design’s needs, and over 150 types of yarn were used during the lengthy process.
It took time, but the team eventually had a breakthrough and created state-of-the-art yet incredibly detailed knitting technology to make the business casual blazer. This complicated process is called the “Four-Stockinette and Air Layer” knitting technique, a method that enhances comfort, breathability, and adaptability. While this process takes three times longer than traditional methods, it exemplifies Amoretu’s dedication to quality and craftsmanship, ensuring that the final product delivers the ultimate silhouette and comfort for women.
Though the new technique takes three times longer than a traditional suit, it creates what Amoretu calls the “ultimate sense of silhouette.” The concept is entirely female-centered, considering the difference between men’s and women’s bodies. The ‘7th Generation Ladies’ Knitted Blazer is a casual wool blazer designed to create a tailored, modern look that suits the office or a night out, embodying the brand’s focus on multifunctionality and lifestyle fit.
Amoretu was established in 2010, and the design team drew inspiration from knitting. The idea was to create “timeless classics with every stitch” while subverting the notion that knitwear had to be casual. Amoretu offers much more than the traditional casual sweater, aiming to have a piece of clothing that fits everyone’s needs, merging tradition with modern fashion.
For over fourteen years, Amoretu has embraced sustainability by using eco-friendly materials and processes, appealing to women in Australia and looking for eco-friendly fashions worldwide. The brand’s commitment to sustainability and environmental responsibility aligns with modern consumers’ increasing desire for eco-conscious living.
“Knitting has a legacy of sustainability, quality, and aesthetics for millions of women worldwide,” a spokesperson for Amoretu says.
For the fashion-conscious, Amoretu’s designs are tailor-made for the modern woman from all walks of life. The brand designs for a woman’s body, creating stylish, functional, and comfortable clothing. The brand’s popularity continues to spread as Amoretu responds to the needs of its clientele with a broad range of pieces that span the gamut from casual to formal.
Amoretu’s design team has not only created an innovative new way of creating sustainable, fashionable knitwear but has also risen to any challenge the brand has faced with creativity. When the brand had to deal with counterfeit pieces on questionable websites, adversely affecting their social media reviews, the team responded by initiating a comprehensive upgrade, including new signature colors and eye-catching visual elements.
This dedication to high quality, sustainability, and style is why the brand has successfully spread across the globe, including Australia. Amoretu’s versatile pieces are perfect for any Australian woman’s wardrobe.
