The world today is in a state of constant pressure: information, speed, an excess of forms and senses. The new collection of the Ukrainian brand AMG was born as a conscious response to this overload – restrained, but internally strong.
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The collection is built around the idea of a reinterpreted rigor. The laconic silhouettes read as familiar, but each look breaks the rules through a detail, proportion, or way of wearing. Classic wardrobe elements lose their usual function and acquire a new freedom — not demonstrative, but intellectual.
The AMG team pays special attention to the theme of distance between body and clothing. Silhouettes do not literally shape or emphasize the figure – they exist next to the body, leaving space for movement, interpretation and personal feeling. “These clothes are not about control, but about inner autonomy,” comments designer Alyona Bettjar. The key accents of the collection were non-standard combinations of textures, deliberately shifted proportions and things that work as independent forms. Skirts, tops and suits do not imitate traditional “sculpture”, but offer a new logic of the female image – restrained, but bold.
“This AMG collection is not an escape from reality, but an attempt to capture the state of the modern woman: collected, sensitive to context, and independent of imposed forms. In this balance between rigor and freedom, the brand re-articulates its own DNA – modern, intellectual, and timeless,” the designer adds.