FLORAL FEVER

With Spring, comes florals. Understandably a reoccurring trend for Spring/Summer, however, the catwalks of SS14 announced florals as a key trend for this season. Prepare to see floral patterns everywhere and find yourself falling into a floral fever as the summer months go by.

From etherial floral tones to graphic foral patterns and from 3d textured prints to full on floral co-ordinates. SS14’s floral love affair has arrived and will be here until the very end of the season.

Florals featured heavily on the catwalks of Dolce & Gabbana, Balenciaga, Jonathan Saunders, Mary Katrantzou and Versace to name but a few. But, remember, the bigger the better is a key factor to really make this trend work for this SS14. Not only for womenswear but for mens too!

We’re feeling this trend worn boho style. Relaxed, easy and perfect for the summer festival season. Check out our SS14  mood board below for some floral love and sweet style inspiration.

www.aymoworld.com

Reinventing yesterday’s costumes for today’s urban world.

AYMO | THE MEANING

The word AYMO is a Moroccan expression originating from the spectacular Riff Mountains, where the Babucha boots are original from. It is used by the locals as a “call to attention… to something”. Said in loud voice to echo around the deep valleys of the mountain range.

In this region of Morocco, in the village of Cheffchouen, Nuno and Rita discovered the wonderful babucha boots which are handmade in this region. While traveling this beautiful land they spent time with and befriended the locals. The local people welcomed Nuno and Rita into their community and showed them some amazing gems hidden within in the landscape, from waterfalls to mountain deserted beaches and the beautiful handcrafting industry flourishing in the blue tone village below. Starting the journey of AYMO as you see it before you today.

The word ‘AYMO’ is also traditionally used to call out to each other in a casual and friendly way. ‘AYMO’ became their war cry during the trip and became the nickname given to them by the locals when they continued their travels and left the Cheffchouen community.

Also part of the AYMO brand, the parakeet is an icon which Rita and Nuno feel drawn to. A beautiful bird that migrates across long distances, search not just for food but also new and pleasant environments.
 
So too is AYMO, always discovering new places, drawn by the hidden fashion, beauty and great stories you can find when you just take the time to explore.

www.aymoworld.com

Reinvents yesterday's costumes for today's urban world.