A lifelong passion for fashion design and textiles brought me to New York. I graduated from Fashion Institute of Technology in New York with degrees in both fashion business management and fine arts. Having studied both the business side aswell as textile design gave me an understanding of the fashion industry as a whole.
Since then I’ve been engaged in the changing world of fashion retailing. Working internationally in Stockholm, New York, Paris, London, Palma de Mallorca and Barcelona. I’ve spent exciting years in creating strategies and new projects for global brands such as American Apparel and Miguel Adrover. Opening new store locations, researching the market, staff training on products and customer service.
The past four years I’ve specifically worked with brand experience for iconic Scandinavian brands such as Marimekko and Rodebjer. Creating unique retail spaces that converts into lifestyle destinations. Spaces for dialogue and sharing where fashion meets art, literature, events and personalized styling. Where the person stops being a regular customer instead part of a collective brand universe.
In combination with corporate projects I’m also the creative director of my own brand Benita Amel; taking vintage, antique and deadstock fabrics and giving them a second life. I source all of the fabrics myself from around the world creating one-of-a-piece garments.