The Bite Magazine - Spring/Summer 2024 - Issue 35

Cristina Lloyd traces Ukrainian fashion brand A.M.G’s past collections and looks at their latest SS24 collection apparel. bitefashion F rom creating Magic baby clothes to producing women’s clothing with comfort and beauty, Central Saint Martins College of Art and Design graduate Alyona Bettyar, found- er and designer of A.M.G Brand, promotes power dressing. The brand experiments with and explores modern women’s characters and uses the best materials and design tools to make her feel comfortable and elegant. They represent an amalgama- tion of modern, charismatic women who love to create bold fashion statements. Its past collections have been a fusion of light, flowing and frilly silhouettes in red, baby blue, black and grey to solid statements in green, tan, light blue, black and white. The brand represents the best Ukrainian craftsmanship with designs including a double-breasted royal blue coat, a parakeet green parka lined with fur pieces, a black sweater with red-bordered white stars, tailored shirts, and a sheer patterned black dress.