AMMA draws its creative energy from its name, which means mother in the colloquial Indian language. It was chosen because it can serve as a rich source of inspiration within the concept of a “mother” of creative ideas. So as the name suggests, the brand is comprised by a fresh compilation of clothing ranges that are inspired by the global state of culture. The design principles of AMMA Spring/Summer 2017 collection are imbued with the contemporary notion of cross-cultural exchanges. The contemporary element is intertwined with a minimalist design attitude which is characterized by abstraction and a mannered timelessness. This intended design attitude is also reflected in the subdued design approach of the collection thus welcoming initiated fashion customers to acknowledge this personalized aesthetic. The novelty element of the AMMA Spring/Summer 2017 collection is based on the perception of a new sensibility which advances the idea of the global state of culture but in uncluttered forms and less decorative elements.