Âme Moi was established in 2013, though in the beginning it was a very different brand in terms of design and materials used. The brand is Portuguese and was established in Famalicão, near Oporto. Initially the core markets were Dubai and the Middle East, but the brand felt eager to pursue the European market, so a repositioning was initiated. The brand, as it is today, has been around for two years.
Âme Moi is a handbag brand that is characterized by geometric and clean lines, always with a red interior and full of colour blocking.
The founders, Alberto Gomes and Margarida Jacome, have a deep affiliation with the equestrian world. Their sons are national and international talents of the show jumping world. Wanting to put a piece of themselves and the animals they love into the pieces they make, trimmings from the tails of the horses, taken when grooming them, are used as tassels on the bags.
Key new styles for a/w 17 include mini handbags as well as a backpack for a practical yet fresh vibe. Predicted bestsellers are the Kaya, Chiado Mini, Lisbon Mini XS, available in colourways that include dusty whites, Bordeaux, mustard and deep orange.
Manu Atelier and Mansur Gavriel.
The brand’s target customer is typically between 24 and 35 years old, digitally adept and used to online purchases, whilst enjoying the physical experience of shopping in bricks and mortar stores also. The range is aimed at active women who look to their handbags as a companion, with the styles versatile enough to go from business inspired look to a more relaxed one.
Selfridges in London and Galeries Lafayette in Paris, with further expansion across the UK and US on the horizon.
The brand is pitched at the premium end of the market, with wholesale prices ranging between €120 and €350.