Born in London, Amr graduated from Chelsea College. A keen collector of vintage, he draws inspiration from London’s vibrant street markets, which he infuses with reference points from his Omani heritage.

Obsessed with the female form, and the strong but feminine contradiction, Amr constantly juxtaposes Hard/Soft, Vintage/Futuristic, Bracing/Draped in each collection. Accurately aimed at a discerning clientele, the sophisticated designs embrace a huge element of fun.

Never taking himself too seriously, but working with intense passion, Amr drapes and skims a woman’s body with silk knits and georgettes, whilst key structural elements are provided by lambs leathers and heavy satins.
A growing almost Cult like band of women have followed his progress, and each season he introduces a new element to the BODYAMR look; Cashmere column dresses launched in Moscow, deceptive Sheer evening dresses that cover the woman, but hide little, collaborations with artist to produce shoes that appear hand painted, black printed rayon’s that reflect the light.

The London studio team collaborates with small production facilities to add elements of hand finishing, personalizing each garment.

Operating from a discrete townhouse in Bloomsbury, BODYAMR has grown since 2005 from customising vintage street wear to a niche brand producing directional, dark collections for a modern day woman on the move. Whilst Amr leads the design team co-conspirator Drew Muntz guides the brand strategy and growth plan.

Early collaborations with an underground London Music scene led to a Limited Edition CD/T-shirt package for the Soho Dolls sold exclusively at Colette, Paris. The next month Amr released his first collection at London Fashion Week by opening Les Trois Garcons’ first venture into the West End. Tom Ford wrote “Bodyamr; Give me a job!” as BODYAMR was hailed by VOGUE and HARPERS BAZAAR to be one of London’s most promising new brands. With images shot by Emma Summerton, the collection’s debut at Harrods’ Designer Studio sold out within the week.

Two seasons after, Amr’s classic “Nude but covered” sheer silk column bondage dress was picked up by The British Fashion Council to represent London Fashion Week, whilst Christian Louboutin produced “The BODYAMR” for A/W07, following a further brand collaboration with Iranian artist Mahmoud Farshchian.

Amr’s (Pronounced Armour), near obsession with the female form provides continuity through the collections, so a confident woman will always be drawn to BODYAMR and its timeless empowerment.
Each collection is tight and strong in direction, and seasonally defines the polished luxury of a small, professional studio brand, both based and manufacturing in London.

Amr now sells worldwide to a dedicated cult International following that loyally seek him out.