An online shop and portfolio for a genderless, POC and female-owned fashion label and studio in Vienna.
amaaena is a genderless, POC and female-owned fashion label in Vienna. It sits alongside amaaenaStudio which works with clients in the fields of visual arts, costume, moving image and concept creation. Both are founded by the immensely talented Anna Menecia Antenete Hambira.
Anna needed a website to house both the fashion label and the studio. Not only was the distinction between the two important, but also the breadth of amaaena the label. With every new collection, Anna creates a new world exploring topics such as community, change and socio-political responsibility. It was important that the whole concept of a collection would be evident.
Inspired by cutting-edge website design, especially those styles pushing the boundaries in fashion and creatives industries, STUDIO—Y worked with amaaena to create a space that would elevate her work rather than distract from it.
In order to clearly differentiate between the fashion label and the studio, a black and white design that inverts on the studio pages is used.
The landing page of the website is where the essence of the current collection is communicated. The use of colour, collage, poetry hidden by hover effects and immersive photography and video provide the flexibility for the site to adapt to each new collection.