Introducing Amie-Lou London through the art of copy

Amie approached me many moons ago about helping her launch her sustainable swimwear brand, starting at the very beginning of her journey with her.

And every new business needs the basics - a Mission Statement, copy about their first collection…and what makes them different. That’s where I step in!

Here’s what I crafted for Amie so she could introduce her brand to the world:

Mission Statement:

Discover the world of Amie Lou London offering premium, sustainable swimwear for an unparalleled feeling. Designed to flatter, every piece offers its own iconic details so you can truly be unique.

Amie’s love for swimwear came from jetting off to faraway lands, where functional and luxe day-to-night pieces became a necessity. Having worked in fashion for 10 years, she now wants to show the world that the perfect swimsuit can fill you with poolside confidence, wherever you are… without spending the Earth. 

This first dip for the brand showcases a collection of swimwear that is ideal for sun-kissed beach days, island adventures, or an afternoon at the pool. Each considered piece is filled with elegance, longevity and carefree joy. 

These conscious creations won’t just make you feel great but are doing their bit to help the planet too. Each piece is handcrafted in the heart of London from regenerated Italian ECONYL®, re-made from plastic and fishing nets found in the ocean. 

Through sophisticated designs, high quality fabrications and sophisticated patterns, Amie Lou London aims to make you look and feel invincible; perfect for embracing those curves! 

So, whether you’re strolling along the beach, doing a couple of laps of the pool, or sipping coconut water on your favourite inflatable, we’ve got a piece for you Dress to Swim. 

SS21 Collection 

Inspiration: 

Bringing a touch of 1950s glamour back to soaking up the sun, the SS21 collection pulls statement silhouettes, contemporary design details and functionality together to create a range of swimwear that exudes a timeless sass. 

Conscious Creations: 

Amie Lou lives by the ethos of transparency and sustainability, which is why all her pieces are eco-sourced and crafted from renewed fabrics. Helping to do her bit for the planet, she is always evolving to ensure that you know how your swimwear is made from design to completion. 

Designed to last: 

Every single piece is made from recycled and sustainable Italian ECONYL®. This regenerated textile is made from abandoned fishing nets and plastic waste found in oceans across the world, to produce a soft and sensible nylon. 

Dainty Details: 

From the trims to the buckles, each little design detail has been crafted to flatter, whilst adding a sense of individuality and femininity. 

Crochet trims are handmade from their London home. Soft-to-the-touch and precisely placed to accentuate your figure, these stylish additions exude a feminine and contemporary feel. 

Authentic Mother of Pearl is used to embody the vintage feel. These are re-used and re-purposed hand-carved minerals that all feature their own mesmerising and mystic feel. 

Cuts & Shapes: 

Carefully considered throughout, our pieces follow classic shapes that compliment, support and add comfort from every angle. With a cut that keeps things modern, you’re sure to have your own Baywatch moment!