AMMARA shirt label

If you could only have five garments hanging in your closet, the perfect shirt would undoubtedly be one of them. But what if there were 12 variations of said shirt? Such is the case for new label Ammara, who launches their shirt-only line today. “There are two types of people in the world, the dress people and the separates people. The dress people tend to be safer, they buy something, put it on and they know it will look put together. The separates people are a bit more adventurous. They put pieces together and try to make the look uniquely their own. I am definitely a separates person,” says founder and designer Ammara Yaqub. “A great top makes the outfit and I love putting together something that is uniquely mine. Not to mention when you sit down at a restaurant all you see is the top, it’s the most important part of your look!”

The quest for shirt perfection (and constructing an easy-to-pair, always-looks-good wardrobe) is what inspired Yaqub to launch her new label, a succinct collection of 12 different shirt styles for every occasion. “I’ve always felt that collections tend to focus on coats, jackets and dresses,” she says. “When I had a full collection, I found myself doing the same and it has been much more challenging to come up with a very edited collection of interesting and functional tops. However, I’ve found this is exactly what women are looking for. Every woman I know (including myself) has a favorite pair of jeans, a trouser she loves to wear, or that one pair of shorts that makes her feel great, and they’re always looking for the perfect shirt to pair them with. There are never enough interesting, high quality, well-constructed, au courant styles in the market. The top makes the outfit and an amazing top is the modern woman’s LBD.” Included in the collection are ruffled t-shirt styles with cap sleeves, leather options, a classic button down with a sculptural, billowing twist, and an off-the-shoulder shirt with a subtle ruffle in the back.

The label’s edge, however, comes from its easily accessible price point. While shirts are made from luxurious fabrics, they’re priced at a contemporary level. As such, it's easy to find a shirt for every occasion. 

Check out the styles.