Luxury brands and fashion week events have been getting more and more creative in showcasing new design collections recently, and Dubai-based Amato Couture by designer Furne One has yet again broken pandemic barriers with its latest presentation for Arab Fashion Week. The couture brand is yet to premiere a 5-minute fashion film titled ‘Inner Sanctum’, featuring the most followed Miss Universe titleholder on Instagram— Miss Universe 2015 Pia Wurtzbach.

According to the luxury label, ‘Inner Sanctum’, which means a very private and holy place, is a sartorial homage of Amato’s quest to life. The film is all about a woman’s journey to life, distracted by her inner good and evil but eventually finding her own strength and confronting her own fears to face the uncertain world. The teaser of the fashion film presentation was first seen on Wurtzbach’s Instagram page.

Amato Couture commissioned Dubai-based director Alex Suhorucov to create an imaginary new world for the fashion film. It was set in Sharjah’s Buhais Geology Park for its out-of-this world rock formations and geological landscapes. Meanwhile, the editorial photos for the new collection were shot by Vlad Ivanov.

Amato Couture is a world-renowned fashion label loved by Hollywood stars such as Beyonce, Mariah Carey, Lady Gaga, Ariana Grande, Katy Perry, Shakira, Jennifer Lopez and Nicki Minaj for its avant garde creations with “quintessential edginess”.

Arab Fashion Week 2021 will commence on March 28- April 1, 2021. The event has been postponed from the original date of March 24 due to the passing of His Highness Sheikh Hamdan bin Rashid Al Maktoum, Deputy Ruler of Dubai and Minister of Finance.