INTRODUCING THE ESSENTIALS BY AMAN
From the lofty peaks of Bhutan to the soft sands of Turks & Caicos, Aman has long built sanctuaries in the most inspirational locations on Earth. |
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INTRODUCING THE ESSENTIALS BY AMAN
From the lofty peaks of Bhutan to the soft sands of Turks & Caicos, Aman has long built sanctuaries in the most inspirational locations on Earth. |
Category: Worldwide - Events -
Communication/Marketing
This is a press release selected by our editorial committee and published online for free on 2021-06-16
In these diverse settings, sensitive design and architecture connect guests to the spirit of a place, where transformative experiences, warm hospitality, and wellbeing are paramount.
Inspired by this philosophy, Aman announces the arrival of a new retail collection, The Essentials by Aman, marking the next steps in the brand’s vision to expand outside the parameters of its hotels and resorts.
Exclusively available at Aman boutiques across the globe, the inaugural collection comprises activewear, loungewear, knitwear, swimwear, resort wear and soft accessories.
Designed, developed and manufactured in Italy - from the sourcing of delicate fabrics to the choice of exceptional craftsmen - each piece in The Essentials collection is defined by its outstanding quality and carefully considered aesthetic.
Tailored to encourage uncomplicated living, clean lines and subtle prints inspired by Aman destinations form the design language, with understated detailing transcending the seasons.
The colour palette is also reminiscent of Aman locations, with warm terracotta capturing the vibrancy of Amanjena, Marrakech, sea blue and deep green celebrating the azure seas and olive groves of Amanzoe, Greece and warm yellow celebrating the desert landscapes of Amangiri, USA.
Speaking on the development process, Kristina Romanova, Director of Product Development at Aman said, “Creating The Essentials has been an inspiring journey that has allowed us to collaborate with some of the most experienced design professionals in the industry and work with some exceptional artisans to select the very best materials. We hope our guests will see the expression of the Aman brand in each and every piece and we couldn’t be more excited to take the Aman retail experience to the next level.”
In fact, expressing Aman’s ethos was an integral part of the creative process.
A focus on sustainability echoed conversations across the Aman globe and inspired the timelessness of each piece.
“There has been a lot of contention around seasonal trends across the fashion industry, with designers no longer sticking to the traditional calendar, and putting timeless pieces in their collections instead,” said Kristina. “We wanted The Essentials to be made up of pieces that guests could wear for years to come, at any Aman property.”
For this reason, each piece is incredibly versatile and can be paired seamlessly with other items from the collection.
Freedom of movement was also a key consideration to ensure wearability, whether seeking chic linens for an al fresco dinner or cosy loungewear for a trip to the Aman Spa.
Ideal for gentle morning yoga or even high-altitude training, activewear has been developed using extra fine microfibre elastane; a performance fabric offering shape retention and breathability.
Each piece has a figurehugging fit with practical points of detail such as bi-colour panelling, heat-sealed raw edges, zip-pockets and sun and chlorine resistance. Pieces include training leggings, tops and shorts alongside sports bras for women.
Each features a motif derived from the A of the Aman logo.
A balanced and elegant expression of the Aman identity, the logo is symbolic of the hand-carved letterforms of the Futhark runic alphabet and references the original Sanskrit meaning of the Aman name: peace, shelter and sanctuary.
Also in the inaugural collection, men and women’s knitwear and loungewear crafted in Japanese cotton and Italian cashmere offers comfort and a relaxed fit for everyday wear.
For women, button-down blouses and elegant silk shirt dresses pair effortlessly with sophisticated swimwear, while more formal pieces, such as wrap dresses and palazzo trousers are ideal for balmy evenings.
For men, knitted cotton polo shirts can be styled with the finest linen trousers for a casual feel, while neatly monogrammed swim shorts take guests from beach to bar. Unisex pieces include a monogrammed matching set, comprising cotton shirt and trouser separates which can be worn as loungewear or alternatively dressed up with accessories and styled for dinner.
Central to The Essentials, the Amanpuri Heritage Blanket pays homage to Aman’s flagship resort in Phuket and was manufactured by Loro Piana – a brand synonymous with high-quality craftsmanship. It features an iconic Amanpuri image, screen printed onto soft cashmere and trimmed with suede edging.
The new collection joins a range of unique items already on offer at hotel and resort boutiques.
Ever sensitive to the environment – both natural and cultural – Aman has developed special relationships with artisans in every corner of the globe to showcase products distinct to their location.
At Amanpuri, for example, guests can purchase Alexander Lamont’s remarkable sculpted homeware, including gold-lined bronze trays and boxes made from parchment and at Amangiri, paintings by local artist, Jordan Ann Craig. Guests can also shop Aman Skincare, Sva supplements, Fine Fragrance and Spa Candles on property, with each brand offering access to the Aman lifestyle and representing a significant step in the retail transformation.
The launch of The Essentials also follows the opening of the iconic Kengo Kuma-designed Retail Pavilion at Amanpuri, Thailand in January 2020 which has since served as the torchbearer for Aman boutiques around the world.
Looking to the future, development of Aman retail will see leather accessories and fine jewellery expand The Essentials collection.
Showcasing beautiful raw materials from tanneries across Italy and France, the leather range will include exclusively designed and essential goods such as wallets, passport covers and totes, while jewellery pieces will celebrate the intricate skill of Italian goldsmiths, crafted by hand in Valenza in 18 carat yellow and white gold.
The collection is available now to purchase exclusively at selected Aman hotel and resort boutiques.
ABOUT AMAN
Aman was founded in 1988 with the vision of building a collection of intimate retreats with the unassuming, warm hospitality of a gracious private home. The first, Amanpuri (place of peace) in Phuket, Thailand, introduced the concept and, since then, Aman has grown to encompass 33 exquisitely serene hotels and resorts in 20 destinations across the world, with a further seven under construction. The next Aman to open will be Aman New York. The introduction of Aman Skincare in 2018 and SVA in 2020 has continued the holistic journey beyond the perimeters of Aman’s havens. Offering a soothing journey to a place of beautifully scented repose and respite, Aman Skincare represents the spirit of Aman in a bottle. Meanwhile, SVA’s range of all-natural food supplements allow Aman guests to maintain optimum health, supporting one’s wellness journey from the comfort of their own home.
In 2020, Aman not only welcomed Aman Fine Fragrance, a sophisticated collection of scents echoing Aman destinations but also a new hotel brand, Janu - meaning ‘soul’ in Sanskrit. Janu offers a unique take on hospitality where genuine human interaction, playful expression and social wellness are at the core of the experience. Janu aims to bring balance to the head and heart and rekindle the soul. Janu launches with three forthcoming hotels which are already under construction: Montenegro (2022), Al Ula in Saudi Arabia (2022) and Tokyo (2022), as well as a robust pipeline of future hotels. Janu Montenegro will be the first hotel to incorporate the brands serviced residence concept, enabling guests to wholly embrace the Janu lifestyle.
Comment from Journal des Palaces: I select this news as I found it quite interesting to see the move of Aman to extend their philosophy to luxury fashion
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