Aimee Song Launches Luxury Clothing Label Amiya: A Behind-the-Scenes Approach to Building a Brand

Aimee Song, a prominent influencer with over 7 million followers on Instagram, is stepping into a new venture with the launch of her luxury clothing label, Amiya. After spending over 15 years building her personal brand online, Song is now taking a more behind-the-scenes role with this new project.

Amiya’s initial drop will feature 10 items, including knitwear pieces like a crewneck sweater, collared cardigan, half-zip sweater, cashmere miniskirt, and tailored and relaxed pants. All products are made in Italy at factories personally scouted by Song and her husband, Jacopo Moschin. The brand will be sold exclusively on its website initially, with plans to expand into wholesale by early 2025 and introduce new categories like homewares in the future.

This isn’t Song’s first foray into fashion, as she previously collaborated with Revolve on a collection under her Song of Style moniker. However, with Amiya, Song aims to create timeless staples that reflect her personal aesthetic and cater to women looking for pieces that will last for years.

The launch of Amiya reflects a shift in the influencer space, where many influencer-led brands have struggled to maintain momentum and profitability. Song’s approach with Amiya is self-funded and focused on quality over quantity, with limited quantities of each item released in themed drops throughout the year.

By taking a step back from the spotlight and allowing the brand to stand on its own, Song hopes that Amiya will become her core revenue stream and provide her with the flexibility to choose brand deals that align with her values. This move towards building a business beyond social media platforms is a trend we may see more influencers embrace as they seek to diversify their income streams and create lasting brands.