BRAND STORY
Amarcord was born to rediscover the beauty of the past.
The Amacord collection was brought to life with the idea to connect the past to the present. Amarcord seeks to contemplate the past and its masterpieces to find eternal value.
Amarcord means “I remember” in Italian dialect and it is a famous movie from Federico Fellini from the 70s. Amarcord is a larger-than-life journey through a seaside Italian village with colorful citizens. One of Fellini's most marvelous films, winning an Oscar for Best Foreign Film in 1975.
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The word "Amarcord" similar to "La Dolce Vita" (another famous movie from Fellini) entered into the dictionary of every day Italian people with the meaning of nostalgic reenactment of times that have past by. With this motive we want to mesmerize memories of simple life and laugh that have gone by.
With Amarcord we want to remember the great times of the past and bring them back to the present with a new spirit and highlight the importance of simplicity and joyous way of living.
The Amarcord Collection recalls iconic shapes for its optical frames and uses contemporary and eccentric colors to be in line with the latest trends in the fashion industry. Amarcord is the expression of the elegance of the past.
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The optical frames are characterized by using acetate colors in combination with elegant stainless steel for a timeless look.
