Tagline
What should I wear on my date tomorrow?
amr. is a Japanese womenswear brand launched in Tokyo in 2021. Its name takes three letters from the French word “amour” and was chosen to express the sentiment of “Lettre d'amour à toi” (“A love letter to you”). Its official theme is “What should I wear on my date tomorrow?” and it offers casual, girly clothing that people would want to wear on a date. Its offerings include dresses, blouses, tops, outerwear, bottoms, coordinated sets, and accessories, sold mainly online. The brand also participates in pop-up stores. Since the departure of its original director, mero, direction has been handled by the team.
Concept
A love letter to you