“NaaAmerley presented a very strong vision with an artistic approach that complements her commitment to sustainability and her community,” Amiri said.
We spoke to the designer about his new Prize, why he decided to create it now and how it is differentiated from other programs.
Hi Mike, give us a little bit of context. When did you first come up with The Amiri Prize, and what inspired you to create it?
Witnessing young designers face the challenges of the last year inspired the prize. I am in a unique position to help up and coming designers build their brand similar to the way Amiri [the brand] was built – outside of the traditional establishment. I also constantly receive direct messages from young creatives asking for advice, which also encouraged me to create a platform to really invest in the next generation.
How does the Prize differentiate itself from other emerging/fashion awards? What makes it unique? How is it set up?
I wanted to create a platform for independent designers who have not necessarily come up through the conventional route. The Prize is based on my personal experiences and unique journey in fashion – this also helped form the selection of jury members. They are all people I am inspired by and believe can really help guide young creatives today.
Why did you specifically want to set up the award this way?
The idea is to offer a tailored approach through mentorship and firsthand knowledge, as well as business advice from people who also started their careers independently.
Why do you see the need for such an award at this very moment?
There is an innate level of responsibility that comes with a certain level of success, where it is important to realize that you did not get here alone. When the whole industry is more open and inclusive – more opportunities are created and we all benefit. This prize aims to provide a voice for the next generation in a time where the industry is going through a momentous shift in terms of infrastructure and audience.
How does it address the current climate?
The goal is to help a young brand survive and grow during difficult times – to be adaptable and build the tools and support system necessary to weather the storms of this industry.
What are your plans to evolve it in the future?
I would like to continue to recognize and foster the growth of young talent, maybe open the prize globally.
Overall, how would you describe the state of fashion right now, and what needs to change in your view?
Fashion is entering a new age, understanding that customers have a voice and that our industry has a responsibility, a social role, in which innovation and creativity are key components to make those changes happen.
What advice do you have for designers looking to make their mark in the industry, both emerging and otherwise?
Trust your vision, have a plan, stay focused and be authentic.
If you could start your business all over again, what would you do differently, knowing what you know now?
I would do the same, keeping true to myself despite all the challenges I have faced. Every challenge is a lesson. Every closed door was in hindsight a new opportunity.
