AU The Brand Book

THE B R A ND BOOK

OUR MISSION

We are born out of a small NYC studio and design for everywhere. We express an exuberant love of fashion and adventure. We offer a luxe line for her that is unapologetically feminine. We create outfitting for day to night—everyday to special day. We present fresh every season but we are always

“ ALWAYS BE CELEBR ATING.”

OUR 5 KEY VALUES

1 The Purpose Is Joy Fun and fabulous outfitting for happy occasions, memorable nights, or just because today is special.

“I ENJOY BEI N G A GIR L, BELLE, FOX , ST U N N ER , FLIRT, BABE, BIR D, HOT TIE, PR E T T Y YOU N G TH I N G , SMOKE SHOW, E TC.”

OUR 5 KEY VALUES

2 Just for Her She may be a lot of things, but she is a woman first. Sexy is in the details. We make clothes that strike a feminine pose.

“ I D ON’T MIND BEING THE CENTER OF AT TENTION.”

OUR 5 KEY VALUES

3 Attract & Fascinate Drawing attention with shape, construction, texture, and especially color. Clothes made to be Instagram, dance-floor, and red-carpet ready.

Let’s give them something to talk about.

“A LWAYS BE CE L E BR ATI NG . . .”

“ WHAT’S NE X T?”

OUR 5 KEY VALUES

4 Bring the New While we have our re-hits, this is no basics brand. We bring inspired style with ever y new season. Elevated looks—of the moment and a little ahead.

“ DEFINITELY WORTH IT!”

OUR 5 KEY VALUES

5 Quality Wearable Fashion Always luxurious style made to be worn, cherished, and remembered. Excellent design, construction, and materials.

WHERE TO FIND US

WE

 OUR #AUGirls

SOME OF OUR FAVORITE NUMBERS

13 action packed years 15 super talented employees 3 factories based in New York 40k organic instagram followers 10,521 original patterns 2500 + yards of silk used each season 190% growth in ecommerce over last year 4 seasons 12 deliveries 52 weeks a year of loving every minute

WE GIVE THEM SOMETHING TO TALK ABOUT

OUR LOGO The Amanda Uprichard wordmark and logo are one and the same. The font is based on the classic sans serif font Helvetica. Always use the logo JPG, PNG, or AI file. Never attempt to replicate the logo with a font. It appears as black type on a white background or reversed, White type on a black ground. It is never shown in a color.

LOGO

A

When shown with ”New York,” the logo is used on all packaging, labels, hangtags, hangers, and showroom and store signage. Always use the real logo JPG, PNG, or AI file. Never attempt to replicate with a font.

LOGO

B

The logo shown without ”New York” is used for the website or as a watermark on AU photography.

LOGO

C

The AU initials logo is used rarely. It works well when the company ID needs to appear in a small circle, as on Instagram. The abbreviation “AU” can be used in a sentence in the context of branded Amanda Uprichard content. For example, #AUGirls is used for our influencers and brand ambassadors.

“Each new season is a chance to say something fresh.”

—A ma nda

Q+A WITH AMANDA Q You came to New York as a young woman.

favorite part of the process?

learn. I crave knowledge of the new. I can’t

The city has changed a lot since then. What

A I love draping the muslin on the mannequin

do what I do without my team. I am ver y

is your favorite thing about living and working

and making a vision come to life. Chopping it

influenced by the people around me, so I

in New York City right now?

all up sometimes, getting the Sharpie out

always need to make sure the mix is right.

A Growing up in Florida, I was drawn to

and drawing on it. Re-pinning. Honestly,

The initial direction always starts from me,

the city at a ver y young age. I would lay on

sometimes a little quarter-inch change makes

but the input from my team is so important.

the floor and look at fashion maga zines for

a huge difference. We all love that part of the

We’ll often make something new and show it

hours on end. NYC seemed so exciting,

process here. I think my whole design staff

around the office to get feedback. Or maybe

a place where any thing was possible. It’s

loves the hands-on approach. We most often

something I saw in a dream, and I’ll need

where all the creatives were. I still love

start with a sketch, but sometimes we just

feedback to make sure I’m not crazy. That’s

NYC for the same reasons. Any thing is still

make things up, starting with just the drape

how a good idea becomes a great outfit.

possible here.I love watching the people,

on a mannequin.

especially what they are wearing!

Q We see a lot of color in Amanda Uprichard.

Q The industry is more conscious of the

Do you have a favorite?

Q Every season that drops is met with

impact of fast fashion, and there’s a move

A I’m partial to the colors of Florida. Spanish

excitement. What goes into the creation of a

toward conscious consumption. Where is AU

moss. Beach, sun, sand, palm trees. But

new season? Do you have a favorite season?

on sustainability?

PINK! You can’t be sad in pink. Anything is

A Each new season is a chance to say

A Everyone Is more aware of the environment,

possible in pink. Hot pink anything is always

something fresh. To think about shape,

and people want to buy quality, lasting pieces.

met with excitement and wow. So we say

fabric, and color in a new way. I’m always

You can have fewer clothes, and wear what

“Think pink”

looking at how to make new things in a way

you have in different ways, change it up.

that resonates with the brand DNA. I am

We use silk or fine cotton, or high-quality

always thinking about our customer, and

polyester that has a nice hand — satiny,

always wanting to push the envelope, but not

chiffon or georgette—Quality fun that you

too far. Spring and summer are my favorite

will really wear. I don’t like to sell off our

seasons to design for, I like the warm weather

old fabrics. I like to use them again, re-

and the opportunity to be out and about. I

use and re-interpret. I don’t like waste and

love dressing for spring and summer events.

unnecessary consumption.

Q Your process begins with real sketches and

Q All creative businesses have a lot of

you make all your samples in-house. Some

collaboration involved. How do you describe

people might call that old school…sounds like

your collaboration style?

authentic fashion design to me. What is your

A I love collaboration because that’s how I

Q How do you want a woman to feel when they wear Amanda Uprichard?

A I want them to be happy with the knowledge that they will get noticed on how amazing they are! Chic, sexy, confident.

And powerful.

Q Clothing-wise, what single item can’t you live without? And what creative tool?

A Black T-shir ts. A 12-inch grid ruler and Paper Mate SharpWriter #2 pencils. Oh — and pink Post-its.

SHOWROOMS N E W YO R K

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