Amuse Society

Blog Inspiration

A Look Behind The Collection: Spring 17

Guest blog post by Amuse Co-Founder and Creative Director Mandy Fry.

I truly love Mexico. It’s such a short flight from LA, so it makes for an easy beach getaway for those of us on the West Coast. I have some of the best memories of traveling to Mexico for work, and for play.

When we started designing Resort/Spring ‘17, I couldn’t help but dream of packing up the collection and heading to Mexico with the team to shoot under the warm sun and against the powdery, white beaches. Once I started researching, I was inspired by the lush Yucatán coast and the undeniably idyllic beach culture of Tulum. I had never been to that area before, but from what I could see it was certainly a chic getaway and the epitome of pure cool in the raw.

We channeled this beautiful beach town where beach meets the jungle, and lends a signature old world bohemian style with touch of minimal modernism. We started designing prints that we imagined our muse wearing on her adventure south and were inspired by the environmental elements of the area. We also started channeling Tulum’s color palette. I thought it was kind of like living in a coconut – crisp whites, a mix of vintage off-whites and taupe’s, with a contrast of rich dark woods.

Fast forward several months and we did it! We headed to Tulum where we met up with our favorite photographer and Society babe, Brydie Mack of Wolfcub Chronicles and the beautiful Amalie from Denmark. Excited to see the collection come to life, we first headed inland to the one and only Coqui Coqui, a boutique hotel in the ancient ruined city of Coba. This peaceful retreat has stunning views of the Mayan pyramids and unique sunsets on a green lagoon. The two stone buildings are connected by a fairytale rope bridge swinging high above the dipping pools, making this a picturesque magical and mysterious place. Our second stop was the beach front Coqui Coqui in Tulum. It was a juxtaposition of edited Mexican modernism and historic Mayan influences with adobe walls, thatched roofs, open air beach cabanas, and a boutique filled with the scent of their signature tropical fragrances. This rustic yet stylish hotel was filled with a mix of organic textures and subtle, earthy hues, making a perfect match with our collection! I seriously could not get enough. I was photographing every detail, which was a bit distracting from the job at hand!

Our last stop was the stunning beach of Tulum itself. We headed straight out from the hotel and sunk our feet into the baby powder fine white sand. With the bright turquoise water and the warm sun shining bright, we headed up the beach finding spots to shoot along the way.

Our last shot of the day, as the sun set behind us, was our topless coconut shot! Amalie was a dream to work with and the perfect muse for our collection. She is a beautiful girl inside and out with a contagious laugh. We had so much fun shooting together, and as Brydie would say…“she is such a legend.”

I really love what we captured and I am excited to finally get to share these images with all of you!

A huge thank you to Stacey for her H&M perfection, to Jason our videographer, Hayley who navigated us around Tulum and my amazing Amuse girls Maria, Kelly, and Lena!

I am so grateful to Coqui Coqui for welcoming us and letting us capture our dream of shooting at their hotel! Together we created something that I will remember forever.

Enjoy!

XX, Mandy

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

Spring 17 BTS

See the full lookbook and shop La Playa Tranquila, here.

Amuse Holiday Mix Tape

The holidays are officially here and we're rolling out this season's mix tape. Prepare for some good times with good people and good food + drinks (like this moscow mule recipe).

Holiday

Making The Collection: Nixon x Amuse Collab

Brand collaboration is a great way to supercharge innovation. There is something special about complementary brands coming together, to make both of their brands even more unique.

I was so excited when I heard Nixon wanted to collaborate with us. I love the Nixon team and have great respect for the brand and what they have built. I have known some of the team since the start of my career, so it felt really organic to collaborate with them. The process was natural since both of our brands are rooted in beach culture, but with a sophisticated sensibility of fashion. Nixon is elevated yet obtainable, and I felt we could tell a great story together.

Throughout the design process it was fun to learn about a new product category. I had never designed watches before, so the Nixon team taught me about watch materials, the functionality, and what goes into creating them. I love any chance to design and test new categories that are outside of my expertise; items that we won’t ever produce ourselves, but are important to the Amuse girl. I went with classic Amuse colors – black, white, and gold, with a slight pop of our signature pink to mark that 5 o’clock hour. I wanted the collection to feel timeless, and effortlessly sexy.

Before I knew it, we had designed six watches, all unique, yet true to the Amuse girl. The Bullet Chrono is a personal favorite. The chronograph model was inspired by my travel – whenever I am traveling it is important for me to always know what time it is where I am, and back home in California! It was also important for us to engrave the back of each watch with Amuse Society's slogan, “BEACH VIDA BLING.”

I am super excited to share with you today this capsule collection comprised of styles that are androgynous, but designed for a woman’s wrist; timeless pieces, with an elevated twist. Whether you wear a watch to tell time or not, they are the perfect minimalistic accessory. Hope you enjoy!

xx Mandy

Nixon

Nixon

The C-39 Leather Watch

Nixon

Nixon

The Kenzi Leather Watch

Nixon

Nixon

Nixon

Shop the entire collection here.

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