Summer: the season to pack your suitcase, chase the sun and head off on exotic travels. Whether you’re off to the shores of St. Tropez, the coconut-strewn beaches of Costa Rica or the rock-filled music festivals around the world, Amuse Society is the perfect accompaniment. This is a brand which embodies that stunning contradiction of pretty and tough, bohemian and rock n’ roll. It’s the archetype of beach chic, designed for the girl who is fundamentally a free spirit at heart with the aura and attitude of a rock muse on a beach adventure.
Launched in 2014 by long-time friends and industry leaders Mandy Fry and Summer Rapp, Amuse Society set out to create a new beach lifestyle brand as well as a culture that supports women and their crafts. This is a brand that is about women, for women and created by women, bringing a fresh, fashionable and sexy brand with a story behind it. Coining the term ‘Beach Vida Bling‘, Amuse Society is designed with the idea that things can easily be packed for that next getaway – wherever that sense of adventure takes you.
Their new collection features ready-to-wear beach knits and bikinis to channel a beautiful ‘rock muse on a beach holiday’. With stripes, whispy fabrics, Aztec patterns and paisley prints, it’s time to free your bohemian spirit and embrace your rock and roll side. This is a collection that radiates femininity and is inspired by the pursuit of journey, the art of travel and the sexy appeal of all things beach.
With their HQ in Costa Mesa, California, we chatted with Amuse Society founder Mandy Fry. Hailing from an incredible background shaping womenswear within the surf industry (she was Volcom’s VP of Women’s and, before that, head designer for Billabong), we caught up with her to talk about all things Amuse Society, heading to Coachella and just enjoying the ride…
Hey Mandy! Where did the idea for Amuse Society originally come from and what is it about Amuse Society that sets you guys apart from other brands?
I wanted to create a brand that was elevated for the surf industry and at the same time offered an attainable price-point for boutiques who love the beach lifestyle.
How would you describe the Amuse girl who you design for?
She is definitely a young twenty-ish female who is having a lot of fun, enjoying her independence and traveling the globe. Her style is very much influenced by iconic rock muses. She is undeniably cool and effortlessly sexy. We design for our rock muse on a beach holiday.
What inspires you and the latest SS16 collection in particular?
I was planning my holiday to the south pacific and wanted to create pieces that would pack well: transitional pieces that can act as cover-ups but can also be paired with beat-up denim. We created open knits and breezy essential pieces that can be worn on the beach, paired with bikini bottoms, and dressier pieces that transition easily into the evening as the sun sets.
Where was the SS16 campaign shot?
Southern California (just north of my home), although we were dreaming of sailing in the south of France.
What are your favourite pieces from the SS16 range?
I love the striped bikini! It’s so classic and cool. I also am living in the Aztec woven top paired with the Alyse skirt. On my recent travels to Tulum, I loved running around in the Logan and June rompers.
From left to right: Amuse Society Bonita Stripe Bralette, Amuse Society Sola Stripe High Rise Bikini Bottoms, Amuse Society Aztec Woven Top
Who is the model in the new collection?
Barbara Di Creddo – she has cast her spell on me. She is truly a rock muse on a beach holiday, no matter where she goes. She is from Brazil and she loves the beach. She also surfs and is super cool to hang out with.
Travel seems to be an important part of your brand – where are your favourite travel destinations?
I LOVE the south of France so much for all its beautiful beach towns and amazing shopping and restaurants. I love going to Fiji for the warm water and the surf. I also love Australia for its beautiful coastline and visiting friends along the way.
What’s your favourite beach to head to when wearing your Amuse Society bikini?
There are so many beaches I love, but honestly there is nothing I love more than the two beaches in front of my house. I don’t have to get in my car – I can sit front row, watch my family surf and I can toast a glass of rosé with my girlfriends.
Where can we find you on the weekends?
At the beach with my kids or scouring a vintage market.
What’s on your summer playlist and how was Coachella?
Coachella was a blast! It has become a west coast fashion show along with all its amazing music. I am into all kinds of music, but currently I am playing Zella Day, First Aid Kit, and the Allah-Las.
Photo: @amusesociety - @mandyfry at Coachella this year
If you had to pick one piece out of your new range to wear to the rest of this season’s festivals, what would it be?
I would have to say the Nickel Kimono. I can layer it over so many different pieces in my closet – rock it with a bodysuit and high-waist denim shorts or layer over a white tee and denim jeans. I also love the Havana dress – pair it with some rad booties for a festival or take it up a notch with some strappy heels for a night out.
How would you describe your personal style and what are you wearing right now?
I love feminine pieces mixed with more casual items like a pair of beat-up denim shorts. I am a fan of vintage but I also love to mix high-end with more accessible labels. My closet is full of Novella Royale, Cleobella, Isabel Marant, Iro, Rag and Bone and of course Amuse!
Where do you see Amuse Society in 5 years’ time?
I am planning on great things happening, but most importantly I will be enjoying the ride!
Boho Beach
Liking Amuse Society’s new collection? Check out our new festival collection and embrace tangled hair, salty skin and a free-spirited, bohemian attitude: Embrace Boho Beach: The Top 5 Brands.
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