Amara: A fashion label that’s all set to steal hearts with its collection of super-stylish yet super-affordable outfits


They say what you wear represents who you are. If that’s true, fashion can be considered as one of the truest reflections of self-expression and creativity. Fashion has the power to influence lives and bring about cultural change in art and aesthetics. The fashion industry is inundated with a deluge of big and small labels and each of them are instrumental in changing the landscape of global fashion.

Let’s talk about one such brand that’s fast becoming everyone’s favorite! Launched on 27th November 2021 by 25-year-old fashion designer Pratika, Amara is an online store that emphasizes on creating stylish and sustainable fashion characterized by superior quality.

Launch of a dream

While working at a marketing agency, Pratika realized what “really excites me is to build a brand from scratch.” Though she hails from a mass communication background, her interest lies in fashion. What makes fashion so fascinating is its ability to act as a therapy for a lot of women. In an attempt to explore this world better, she took a fashion designing course from Surat. Soon afterwards, the feisty designer launched her own brand.

The first collection went on to become an instant success. That little milestone consolidated the position of brand Amara among other prominent names in the fashion industry.

Amara: Fashion with a difference

Pratika says “I know a lot of people who take outfit inspirations from Pinterest. Usually, these outfits are more of what the western culture has adopted and hence it is difficult to find the same in India. That’s when I realized there was a gap in the market and this is what I wanted my brand to represent.”

Amara is an online fashion store that focuses on creating superior-quality products that are at par with international standards in terms of both style and substance. It’s soon going to come up with weekly collections, thereby elevating itself as a “fast fashion brand”. What makes Amara stand apart from others is its strict adherence to sustainability and modest pricing so that people across all age groups and diverse economic strata are able to savor the finesse of beautiful, stylish clothing. The brand has a dedicated Instagram page from where you can order the products. They’ll be shipped to your location in no time.

Roadmap to the future

Helmed by a visionary founder, Amara’s journey has just begun and it’s only going to get better with the launch of each new collection. The goal is to set up her own studio that’ll be accessible to everyone who has an interest in fashion. When asked about her future plans, Pratika says “I want to create a brand with a collection that is so exciting, that everyone would enjoy dressing up.”

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