El Amuleto Makes Me Daydream of Mexican Adventures
I love the story of designer Andrea Ioannou’s own fashion love affair that resulted in her fashion label El Amuleto. Her love of the culture and traditions of Mexico was founded during a life-changing journey there in 2008. Andrea’s love affair was discovered through exploration of the ancient ruins, Caribbean waters and the lively cities. What followed must have been a frenzy of passionate creation, because her label was then launched in July 2009.
The name El Amuleto means “The Lucky Charm” and is embodied in her desire to “charm and inspire with each collection”. Andrea describes the El Amuleto woman as “…confident, glamorous, exotic, easily charmed by bohemian trends and ethnic styles.”
Knowing her lovely story makes me feel I’m drifting away to exotic lands. The fact that she has created a proud Australian brand also makes me feel inspired. All items are designed in Australia and some are handmade here too. Some accessories are made from imported pieces from South America and Mexico. The Golden Grass jewellery pieces are woven using traditional and eco-friendly methods in Brazil. I adore the Golden Grass Tijuana ring pictured below!
I love the oranges and nudes flowing through the current collections. The current collection is modelled by the striking Samantha Downie who placed third in Australia’s Next Top Model in 2008. I can’t believe summer is nearly over and these collections will soon be replaced by Autumn Winter 2010. I feel like I have only just started to get a grip on all the gorgeous summer fashions!
El Amuleto garments and accessories are available at a few stores in Victoria and New South Wales and the El Amuleto online store. Andrea, your collections are stunning! Reading your story I feel like it would amazing to sit down with an iced tea and hear of your adventures in Mexico and see your photos. You’ve launched my mind into daydream mode…
Photos used with permission from El Amuleto.
