” To me fashion is one of the most interactive arts and an international language for aesthetical, ethical and personal expression.
It is a weapon when we need to fight, but also an inspiration for a relaxing morning. It is a visit card for our feelings to the world” - Amelia Ursache
AU Fashion and Style
Amelia Ursache (AU) Fashion & Style is a brand providing personal image consultations (color & figure analysis) and design clothes adapted to silhouettes, color, and personality. The goal is to educate clients and create self-awareness about their aesthetic choice of clothes and accessories when looking to buy them. This saves time by choosing the right outfit, and knowing how to use clothes as a communication tool creates a source of confidence and harmony, which Amelia believes is a great benefit she can bring to people.
Amelia Ursache is an award-winning designer and PhD stylist with 25 years of experience in international fashion.
Based in Sweden, she gained early recognition trough her edgy and glamorous creations which stand out for their natural & exclusive fabrics, and also for their versatility – using smart-practical solutions for changing the design to adapt it for different occasions.
Amelia started her own company when she was 19 years old in a little studio in her hometown, Craiova, studied fashion 6 years- master degree at Fine Art Academy in Bucharest and moved to Sweden in 1998.
She has participated in a fashion program (Fashion House), and has worked as a designer for big fashion brands such as Lars Wallin, H&M, as well as collaborating with fashion experts Valentino, Donatella Versace, and Antonio Berardi. Amelia has created her own brand, AU (Amelia Ursache), with over 25 collections that have sold over 12 countries, and has for 7 years had her own showroom/store in Stockholm’s well known street, Regeringsgatan.
Some other great achievements of hers have been to also create a collection of ball gowns for the Nobel Prize event and writing her PhD in Fashion Design and Styling.
Amelia’s interest for image consultations started when she created her designer portfolio with more than 20 collections. She had the opportunity to meet customers directly in her showroom and asked them about the way THEY think about fashion and what could be their dressing needs.
Amelia’s classical/traditional perspective about the designer’s role changed when customers talked about how universal mass production of clothes is making it harder to find clothes which really fit to a person’s individual needs for their coloring, body shape and personality.
As a result, the idea of doing research into the relationship between what commercial retail stores offer and a customer’s true needs was born, which resulted Amelia’s PhD studies in color, figure and style analysis.
Amelia has done a documented study of analyzing colors and figures on 200 female individuals in her showroom and her goal became to help people to dress with self-awareness, creating their best personal image!
”Style is like a language that everyone understands. Use this language to convey the best about yourself”
”It is a shame that there exists so many clothes, but so little style”
“To dress with style is a present that you give to the world and yourself.”
Amelia is part of the happy, inventing, and hardworking, Generation X.
Born in the '70s in Craiova, Romania, Amelia firstly found her inspiration and passion for art and fashion from her family; her grandmother worked as a pattern maker for the fashion house Balenciaga, her other grandma created wedding dresses, her mother made watercolors paintings and drew portraits whilst being a chemical engineer, and her father travelled around the world always bringing inspiring photo albums of art, costumes, and nature.
aMELIa uRSACHe Collections:
“REVOLUTION”, “JAPAN”, “VENETIA”, “WILD BAROQUE”, “UNIVERSE OF SYNONIMES”, “FREE SPIRIT”, DIVA”, CAPTAIN NEMO”, WHEELIE-CHIX-CHIC”,“KISSES”, “PHOENIX”, “SUZY”,”TRIBAL DELUXE”, “METRONOMADE”,”MONALISA”,”M-ME BUTTERFLY”, “CASABLANCA”, “OFFICE BY THE SEE”, “COVER ME”, “MA”,“NOBEL”, “SKAU”.
Experience & Proffesional Skills:
fashion design& illustration, pattern drafting, style analysis (color & figure), art and art history, clothes manufacturing, fabric supply, production control, marketing, web design, customer service, business development, foreign languages (english, romanian, swedish).