What do you hope Hong Kong audiences take away from encountering ÁMR for the first time?

We hope Hong Kong audiences can see the level of detail and quality we put into our products. Our philosophy is always about doing the essentials right — seasonless, with a contemporary silhouette — and being one of the brands to pioneer Thailand’s new wave of contemporary labels.

You invited Thai celebrity Miu Natsha to curate some of her favourite pieces exclusively for this Lane Crawford pop-up. How did that collaboration come about, and what does her personal selection reveal about the ÁMR woman — or the ÁMR wearer more broadly?

For Miu, it was the right match. Miu Natsha has been a friend of the brand for a long time — two to three years, if I recall correctly. She embodies the effortless cool of the next generation: smart, dedicated, and effortless. She has always worn our brand consistently, nearly every day! The selection we put together shows that the ÁMR woman has many aspects to her wardrobe. The denim, with its embroidery, shows craftsmanship and flair in a more modern, boyish material. And as a global citizen, the “airport silhouette” of a simple crop hoodie with track pants is a must. The curation shows that ÁMR’s wardrobe covers every aspect of life and lifestyle — able to dress up or dress down, day to night, seamlessly.

Bub, your creative philosophy centres on reinterpreting fundamental, everyday clothing items. Can you walk us through that creative process — how do you decide which “essential” to reimagine, and what makes an ÁMR version distinctly yours?

That’s a great question. It always starts for me with the story I want to tell, or the occasion I imagine ÁMR being in. For example, the recent Wardrobe line we just launched — also on display at Lane Crawford — is my reimagining of what a wardrobe should be for the modern audience, and how each piece blends in seamlessly, matching with others in the collection. What makes an ÁMR version distinctly ours is the proportion. We always play with proportion in places people don’t expect, and we style pieces to make each one stand out. I think that’s what really shows my idea.

Donut, you came to fashion from a background in interior design. How does that design sensibility shape the way you build ÁMR’s world, from a campaign to the physical feel of a pop-up?

Interior design always carries that sensibility of material and function — a design that’s both beautiful and functional. It’s the same with how we choose the materials for each of our stores, and how the layout is beautiful and offers a wonderful customer journey when you visit. The same goes for our campaigns, which carry a sense of relatability. Each campaign has to be relatable yet never bland — it needs that sense of awe and beauty, but also function and relatability.

The brand places a lot of emphasis on carefully selected fabrics and construction. How central is materiality to ÁMR’s identity, and how do you balance that craftsmanship with the adaptability and versatility your customers are looking for?

Materiality is at the core of every product. We feel that choosing the right fabric and construction offers great value to the customer, as well as longevity and wearability. For us, balance is key. We achieve it by matching the right fabric with the right construction — for example, our denim is 100% cotton with the right weight to suit the climate, wearability and versatility for movement and daily use. In design, we start with the product’s intentions and work out how to make that shine through.

ÁMR is a unisex brand. What challenges and freedoms come with creating a wardrobe that transcends gender, and how does that shape your design decisions?

The challenge is communicating that to the right audience without our clothes feeling too feminine or too masculine, even though they’re unisex—and balancing the collection: how we design something for everyone without losing our identity. But that freedom comes with the freedom to design and present each piece without limits. There’s no restraint in imagining a silhouette as only for men or women, so the many stories and feelings I can bring to a design become even more limitless.

What’s the one wardrobe essential each of you can’t live without, and is there a trend you love?

Both of us can’t live without denim — one of the most versatile silhouettes ever created, and the most beautiful. I’m secretly loving the colour-blocking trend coming in for AW26. I feel like winter can now be colourful, jolly and fun!

What’s on your Hong Kong itinerary outside of the pop-up?

First, I’d check out which brands are in Lane Crawford for the season. Then, definitely my favourite places to eat — dim sum at Lin Heung Lau, roast goose at Yung’s in Jordan, Kowloon — and, as always when we’re in Hong Kong, a little spiritual, grounding visit to the mountains at Tsz Shan Monastery.