amanté: From lingerie to premium lifestyle wear

By Shehana Dain

In one of my recent visits to the amante boutique in the Race Course Mall, I was pleasantly shocked to witness how the boutique has evolved in just over a month into a one-stop-shop for premium lifestyle wear.

The brand no longer caters just to the inner wear segment; in fact they have launched four exclusive collections that are both flattering and functional.

The four collections constitute of the A-life, swim wear, night wear and the briefs.

Being the brain child of MAS Holdings amante has always managed to impress me with quality products whenever I walk in through the doors of the boutique. They have successfully managed to deliver a successful standalone performance since inception in 2012.

Winning the Silver award at the SLIM Brand Excellence awards last year in the new entrant category just put a cherry on top of a well structured cake. 

The A-life

The A-life collection which I guess stands for amante life caters to women with an active lifestyle. This assortment supports fashion technology at its best. While all of amante’s collections pitch in with fashion technology I was told by the marketing team that this sub brand has been given utmost attention to be in line with global sportswear quality.  The collection has been given a ‘zing factor’ with vibrant shades of pink which all of us ladies secretly love, and they haven’t forgotten the favourite black, browns and blues as well. 

The shorts came into the boutique for the first time last month for the ladies who enjoy more comfort with shorter sportswear. The collection goes with the seamless theme which makes the sportswear breathable and doesn’t retain the moisture.

Swim wear

What I like the most about the amante swim wear collection is their understanding to realise that all Sri Lankan women are not size zero super models. The amante tummy control swim kit is the winner we have all been waiting for to hide those problem areas.

We as a country promote our sandy beaches extensively for tourism promotions and yet we find it extremely difficult to locate the perfect fit and yet eye catching swim wear. For me amante ticks all the right boxes to cater to the young and confident clientele with bikinis and twisted bandeau. While the more subtle tummy control one piece and tankini covers the other customer segments.

The Pantywall

The ‘Pantywall’; I was as surprised at the mere name of it, but yes it’s literally a wall of panties. It took me a couple of minutes to realise the pure brilliance marketing behind it. We always looked at briefs or panties as support wear to go with our bra. The panty wall is an exception to the tradition. It’s a whole new collection by itself; believe me it will make you think of briefs in a whole new perspective. With a space dedicated especially for it it’s an eye catching set of briefs you know there has been a lot of work put into it. 

They have got nine new designs in three silhouettes which are the midriffs, thongs and hipsters this season. In my quest to find out what’s beyond these beautiful designs I got to know that the brief of the year is in the collection. The panty line issue has been a dilemma in the world of intimate wear for women. amante has been a life saver by unveiling their exclusive seamless this season which is the perfect solution for the no show panty line.

Sleep wear  

Their sleep wear collection has also expanded this year. They play around with new colours maintaining the same quality which gives the feel of second skin. We just don’t get bored of sleeping, so why not go to sleep in stylish yet practical attire. 

The basic idea behind this range according to amante is to make the wearer feel confident enough to showcase your sleep wear and most importantly feel comfortable in it.

The brand moving into a lifestyle theme from the basic lingerie segment has been welcomed by many and has given amante the much needed competitive edge. The four collections which is a completely different platform from the three main season’s occasional seasons change every month. They play with colour, design, quality and comfort. It’s a premium brand so a tad on the pricey side I would say but amante assures durability which is what intimate wear is all about.

amante will be launching their newest autumn-winter collection today. The marketing team also revealed to me that amante has kept in store several exciting plans ahead to expand its network in the near future.

Pix by Bhanuka Kirinde