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It’s an enchanting story of exploration and creativity. A story that excites, allures and intoxicates. Andrea Ioannou recreates her influential journey of Mexico’s sights and sounds through her ethnic inspired label, El Amuleto. Transport your mind, ignite all sense and let desire take control.
Visualise that exotic destination and feel the sunshine’s warmth tingle your bronzed flesh. Taste the salty beads of sweat cascading from your brow, and head straight for the liquid blue. Hear the soothing crash of waves hitting the sand, and let the fresh breeze bounce off the ocean into your hair. Andrea Ioannou’s unwavering desire to piece together her unforgettable voyage of Mexico’s ancient ruins and Caribbean waters has been transformed into a vibrant collection of traditional and contemporary pieces adorned by women Australia wide.
The spirit of El Amuleto exudes both conventional and naturalistic elements of Mexican dress. Andrea successfully modernises pieces with elegant panelling, flowing cuts and sparkly embellishments. The combination of earthy colours, textures, traditional braiding and embroidery, merge into a bohemian style that encapsulates a tale of romance, culture and journey. Ioannou’s current collection displays a true understanding of quality craftsmanship and technique, using semi precious stones and fibres, El Amuleto’s handmade jewellery and accessories are a must have this season.
For more about El Amuleto’s sultry collection, go online and check out Australia’s COVET magazine.
What inspired you to start El Amuleto?
While travelling through Mexico, I was inspired by the culture and surroundings. The beautifully crafted jewellery and traditionally embroidered garments were unlike anything I had seen in Melbourne.
How would you describe your current collection?
The current Spring/Summer collection has an embellished theme. Braiding has been used on many garments to retain the Mexican style. My collections are always based on my interpretation of our country of inspiration. I have always been influenced by Mexican and Spanish culture. I love precious stones and intricate detailing… Something that is very consistent with my designs.
What fashion faux pas offends you most?
Wearing double denim, double leather, double animal print etc. Anything worn double is a big no no in my book! Less is more.
Is there fierce competition among other fashion labels in Melbourne? What separates El Amuleto from others?
The fashion industry is generally very competitive. In Melbourne there are so many lovely labels all trying to share the same spotlight… so many labels go unheard of. I believe El Amuleto is successful because it reflects an exotic culture that is different to our own.
What advice do you have for people starting a label or opening a store?
Be true to yourself and follow your dream!
Do you rely on facebook to promote your business? Has it served in reaching a wider audience?
We have a strong following on facebook. It’s a great way to reach our target audience and keep all our supporters up to date with collections, sales, launches, VIP nights and competitions.
Where can I get in touch with “El Amuleto?” contacto info?