Why we named a collection Amore
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Oli Amore — our brand — is named for Olga, the woman my wife's family and I call Ollie. Amore means love, in Italian. Together, "Oli Amore" is a three-word love letter — the most honest name we could think of for a brand built around the women we love.
Our first collection shares that name. Amore I.
Why split it into numbered drops at all?
A lot of fashion brands push new product constantly. New arrivals weekly, "drops" that feel engineered, urgency that feels manufactured. We didn't want that.
We wanted each collection to feel like an intentional gift. Something with edges. Six to twelve pieces, photographed together, presented as one story. Not a catalog — a chapter.
So every collection gets a roman-numeral: Amore I, Amore II, Amore III. They come two or three times a year, not every other Monday. Each one has a mood, a location, a muse we'd been thinking about. Each one is complete in itself.
What Amore I is about
Six pieces, shot in Copenhagen in October. Late autumn light, a warm apartment, one model over one afternoon. The pieces:
- The longline wool coat
- The linen wrap dress
- The matching knit set
- The oversized ink blazer
- The satin midi slip skirt
- The ribbed cream knit
The mood: that specific feeling of early October when you're putting on the first coat of the year and it suddenly matters. When you realize summer is really over. When the clothes start working a little harder to do their job.
We wanted pieces a woman could pull on that first cold morning and feel — not "dressed up" — but held. Kept. A little more herself.
The muse behind it
I'd watched my wife put on her favourite coat on a morning in early October, stop in the hallway, look at herself once in the mirror, and leave without saying a word. She didn't know I was watching. She wasn't performing.
She just felt good in it. That small, private moment — that's what Amore I is for.
What comes next
Amore II arrives in May. We're already drawing it. Different mood: late spring, warmer, lighter, a little more skin, a little more sun. Still the same philosophy — clean, soft, deliberate — translated for the season.
If you're on our email list, you'll see it first. Early-access opens two weeks before the public drop.
If you're thinking about Amore I
It'll be available until end of June. After that, we retire it as a named collection — some pieces may live on as core essentials, others won't. We don't restock finished drops, as a rule. Part of what makes them feel like chapters.
If one of the six pieces is calling you, here's where to find them.
— Christiano