NEW.NOW.NEXT got an exclusive interview with the celebrated artist who told us more about his collection, his past and his vision of the future.
How did the Osaka show come about? How did it all begin?
DESIGNER FURNE AMATO: My return to Osaka began with a show I did for the UNWTO in Cebu Capitol last June 2024. Philippine Tourism Secretary Christina Frasco was there and invited me to present a collection for the Diplomatic Networking Night. The event was part of the Philippine National Week for the Osaka Expo 2025. And personally, it was a perfect chance to go back to the country where I won my first international award 30 years ago.
What was the theme of the collection and why?
FA: The collection’s title, “Woven: Nature, Culture and Community Woven Together for a Better Future,” was crafted to align with the Philippines’ theme at the Osaka Expo. My goal was to make a statement that went beyond fashion, emphasizing the importance of preserving Filipino heritage and supporting our local weaving communities.
What natural materials and components did you use for your collection?
FA: The collection was a tribute to traditional Filipino textiles, featuring materials like piña, piña jusi, abaca, raffia and solihiya. These fabrics and materials were all sourced from local weaving communities across the Philippines.
What makes this collection different from your other collections?
FA: This collection is unique because it’s the first time I’ve created an entire couture collection focused solely on Filipino heritage. Unlike my previous work, which has often been influenced by diverse global themes, this collection was a focused exploration of my own cultural roots. The use of a simple, all-beige palette also sets it apart, as it drew all the attention to the texture and intricate details of the fabrics rather than to loud colors.
What was your inspiration/vision?
FA: My vision was to take Filipino culture and artistry and elevate it to an international, couture level. I wanted to prove that our traditional materials and craftsmanship are not only relevant but also powerful enough to be celebrated on a global platform. The collection was inspired by the rich history and talent of our local artisans.
Your creations are masterpieces. Are they ready to wear or couture? Or both perhaps?
FA: My creations are couture. Each piece is a masterpiece of intricate detailing. However, my vision is to expand beyond the exclusive world of haute couture. I envision a ready-to-wear line, which is a new and exciting venture for me. This allows more people to experience the Amato aesthetic and brings my vision to a wider audience. The goal is not to compromise on artistry, but to make the essence of Amato accessible in different forms.
You’ve been based abroad and have been a flag carrier for the longest time. What keeps you going?
FA: The motivation comes from a deep sense of pride and responsibility. Being a Filipino designer on the global stage, especially for so long, has given me a platform to showcase the incredible talent of my countrymen. It’s not just about me; it’s about representing the Philippines. The appreciation for my work reinforces the belief that I am a bridge between two worlds.
You’re probably one of the earlier ones who left the Philippines and made a mark in the Middle East. How is it different then and now?
FA: When I first came to the Middle East, the fashion scene was just starting to grow. It was a time of proving myself and building a reputation through sheer hard work. The most important thing was my core integrity as a designer. Today, the fashion landscape has completely changed. There are many more opportunities for designers, but the fundamental principle remains the same: you have to be ready to work hard and deliver on your vision.
What advice can you give young design talents who want to pursue the international design?
FA: The most important advice I can give is to be prepared for the reality of the industry. It’s not a bed of roses. It’s about hard work, grit and unwavering dedication. You must have a clear vision of your aesthetic and the business acumen to support it. The competition is fierce, so your unique identity is your greatest asset. Never stop sketching, never stop learning and never forget where you come from. Your heritage is your story, and that is a story the world wants to hear.
You’ve remained under the radar and humble despite the many feathers on your cap. What can we expect from Amato?
FA: I’ve always believed that true artistry extends beyond a single medium. For me, Amato is more than just a fashion brand; it’s a lifestyle. I’m excited to be venturing into different forms of artistry beyond couture gowns. I’ve already taken the first step by opening Amato Home and Café in Cebu City.
This new space is where my creations, home products and a café converge. It’s an immersive experience where fashion, art and life all come together. I’m also using this space to showcase my work and to collaborate with local Cebuano and Filipino artists. It’s about building an entire world for the brand, and in doing so, creating a legacy that supports and celebrates Filipino talent.
