DUBAI: Pia Wurtzbach is the star of Dubai-based couture label Amato’s latest fashion campaign for Fall 2022. The former Miss Universe will also open the label’s digital fashion show on March 24, that will kick off the latest iteration of Arab Fashion Week.
The Filipino-German model will appear in a five-minute-long fashion film directed by Dubai-based filmmaker Alex Suhorucov titled “Inner Sanctum.” In the video, she will wear avant-garde couture creations by Furne One, the Filipino designer behind the brand who is beloved by the likes of Beyonce, Mariah Carey, Lady Gaga, Ariana Grande, Katy Perry, Shakira, Jennifer Lopez and Nicki Minaj, to name just a few.
Pia Wurtzbach for Amato Fall 2022. Supplied
“I am excited for you all to see this fashion film that we have worked hard for,” said Wurtzbach in a released statement. “I am so honored to be the latest muse of the globally renowned fashion designer Furne Amato whose designs and creations have penetrated the Hollywood scene as well as royal families.”
Furne One added: “The film has a lot of symbolism and should not be treated literally. Her self/body is her Inner Sanctum. It’s a story of a journey of a woman seeking for inner freedom while living in the middle of an uncertain world being influenced by her own good and bad thoughts but at the end finding her true self and facing her own fears.”
The film and look book were shot against the backdrop of out-of-this-world rock formations in Sharjah’s Buhais Geology Park in the UAE.
Pia Wurtzbach for Amato Fall 2022. Supplied
The beauty queen became the third Filipino to win the Miss Universe competition when she took home the crown in 2015.
She is known for her humanitarian work and has, in the past, visited wounded soldiers in the Philippines. She is also a UNAIDS goodwill ambassador for Asia and the Pacific.
Meanwhile, Furne One founded his couture label in Dubai in 2002.
Pia Wurtzbach for Amato Fall 2022. Supplied
Amato, which translates to “beloved” in Italian, is known for its over-the-top and avant-garde ball gowns that continuously push the fashion envelope.
The Dubai-based house has showcased its collections in Dubai, Los Angeles, New York, London and Miami, among others.
The Amato Couture Fall 2022 fashion film will premiere on www.arabfashionweek.com on March 24.
