Translated by
Barbara Santamaria
Apr 18, 2019
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Spanish influencer Gala González launches her own clothing brand, Amlul

Translated by
Barbara Santamaria
Apr 18, 2019

More than an influencer, Gala González is a businesswoman. And her opinions, her understanding of the fashion industry and the way she has built her career, boosted by social media, demonstrate her natural abilities, as well as her long-term vision. One of her latest projects is her own fashion brand: Amlul, with which she aims to fight the seasonality of fashion. And who could do it better than one of the industry’s first and leading social media influencers?

‘Journey to Chinchón’ is the name of Gala Gonzalez’s first clothing collection for Amlul - Amlul

As cliche as it sounds, rising to fame is only half the battle. Gala González, born in A Coruña in 1986, is well aware of this. Since launching her blog in 2007, she has managed to remain relevant for over 12 years. Her early success on Fotolog, and later on Instagram (she has amassed over a million followers on the image-sharing social media app), prove her success. A graduate from the University of the Arts London, the Spanish influencer became a designer at the age of 18, creating a capsule line titled ‘Music Collection’ for Adolfo Domínguez’s U brand. Since then she has acted as brand ambassador for numerous luxury brands, graced the front row of countless fashion shows worldwide and wrote a memoir: 'Gala Confidential: 10 años de influencer' ('10 years of being an influencer'). Now the Spanish style icon embarks on a new journey as the woman behind her own clothing firm, Amlul.

Her latest venture seems like a logical step for a fashion influencer, albeit a little late. By launching her own clothing brand she follows in the footsteps of other Spanish influencers with a large following, such as Dulceida (2.5 million followers on Instagram) and Alexandra Pereira (1.7 million followers), who have already jumped on the trend. Other well-known industry figures such as Nina Urgell and Blanca Miró have joined the club in recent months with the launches of their labels New Order-Midnight and La Veste, respectively. Beyond Spain, Italian influencer Chiara Ferragni (who has 16 million followers) has built a fashion empire with her own clothing line and France’s Jeanne Damas has founded Parisian-style fashion label Rouje.

The collection includes wardrobe basics and timeless essentials - Amlul

“I can finally share a project I have been working on for many months and to which I have dedicated time and effort. It wasn’t about doing it quickly, it was about doing it well, in my own way”, Gala González said about her Amlul line on Instagram, describing it as a multidisciplinary project that was born more than 12 years ago. The influencer has used the same name for a series of visual lifestyle books, her collection of second-hand clothes (on sale via French platform Vestiaire Collective) and now, her own online store.

“The world is no longer governed by seasons, now it is us who dictate them. Amlul was born out of the desire to share a little piece of my universe, a place where seasons no longer exist and where we live in a permanent Resort moment,” she said about her first limited-edition and timeless collection.

Currently only available via the online store, the collection comes in silky materials and includes embroidered party dresses, t-shirts, blouses, tops and “effortless” denim creations. Each style is named after a travel destination, such as Tulum, Saint Tropez and Mykonos and presented in a lookbook photographed in Chinchón, a small town near Madrid. Prices range from 65 euros to 290 euros.

In an exclusive interview with FashionNetwork.com in the weeks before the line’s debut,Gala González said she wanted to create a collection that would reflect her own style, with an affordable price point, quality materials and a sustainable approach. It is precisely because of these factors why the designer and influencer has taken such a long time to take this step. “Finding the right balance between all this will be key to the brand’s success,” she commented then.

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