Biography
Fayçal Amor was born in Tangier, a city with international status. His father, Hadj Mohamed Amor, Moroccan Muslim, from a large family from Fez, famous for his fierce fight for the independence of the Cherif kingdom, art lover and fn scholar. He was one of the pioneers of the automobile industry in Morocco.
His mother, Dounia Arminak Sarkissian, Russian Armenian, Orthodox had been raised in Cairo in Egypt where his parents had settled after fleeing the Bolshevik revolution . In Cairo, she studied painting which she made her art and her passion, having received a French education. She spoke seven languages. The meeting in Cairo between Dounia and Amor was a passion that crossed all the obstacles of ethnicity and religion. The first years of his life, Fayçal lived with his parents between Morocco and Spain. He already speaks four languages. Fayçal will study until the baccalaureate at Lyautey high school in Casablanca (Alliance Française). It was there that he learned his trade with his friends Sidney Toledano (current President Dior), Ralph Toledano (current CEO of Jean Paul Gaultier) and Armand Hadida (owner of the L'Eclaireur boutiques).
He continued his university studies in Economics in France, from which he was awarded in 1973. Back in Morocco, and despite the economic and industrial opportunities offered by his father's business, Fayçal decided to set up on his own. and to devote himself to his passion "fashion", by creating
in 1974 his first collection which he presented in preview to Zyga Pianko, owner of Pierre d'Alby and which allowed him to start in a new world. . Thus, he collaborated with Jean-Charles de Castelbajac and Agnès B, then stylists of the Pierre d'Alby house, while creating his collections in Morocco based on veil and cotton tulle hand-dyed with vegetable products. In fact, his addiction to fashion seized him in England in the years 1965, 1966, 1967 where Fayçal stayed to perfect his education, in Hasting then in London.
"For me, it was a total shock to civilization, as if I landed on another planet where freedom, love and tolerance were the only laws. The music, the eccentric dress codes, the non-conformism, the freedom of relationships have forever exalted me.”
In 1980, he decided to come to France and joined the Pierre d'Alby house at first as an assistant and then as artistic director. There followed a five-year collaboration and a great friendship with Zyga Pianko.
“The five years with Pierre d'Alby were years of learning and fierce struggle where I had to impose my ideas while respecting the identity of the brand which had been a precursor in those years with stylists like Emmanuelle Khan, Michèle Rosier, J-C de Castelbajac, Agnès B, Pablo&Délia, Odile Lançon. which he had learned in a house that launched among the greatest designers in the 60s and 70s.
This is how Fayçal Amor launched his brand PLEIN SUD in 1984.
A few dates:
1949 - Born in Tangier.
1969 - He left Morocco to study at university in France.
1973 - He was awarded a prize in Economics.
1984 - He launched the Plein Sud brand based on his conception of fashion for a sensual,
elegant and modern woman.
1985 - He met Véronique, his companion in life and in creation.
1986 - He creates the company AMOR and builds a production plant in Chatellerault (France).
1988 - Opening of the first store in Paris.
1991 - He presents his first "Couture" collection by Fayçal Amor
1992 - He helps his friend John Galliano to settle in Paris, he welcomes him to the Maison AMOR, finances and carries out the collections of this creator. He will help John Galliano in his ascent to the House of Dior.
1996 - He founded the group AMOR by creating:
- AMOR AMERICA in New York with the opening of a building in Soho including showrooms
- and the first store in the USA.
- Next:
- AMOR IBERICA - showroom and shop in Madrid
- AMOR UK - showroom and boutique in London
- AMOR GERMANIA - showroom in Dusseldorf
1997 - He launches PLEIN SUD JEANS.
1998 - First collection of shoes and accessories.
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