A.M.G. brand was launched by designer Alyona Bettyar as the reaction to the "ugly" fashion. Woman and her nowadays representation became the main motivation for the brand launch.
A.M.G. brand shouldn't be considered as the opposition to the modern fashion. Designer sees the brand as the experimental and explores the modern woman, her character and uses the best materials and designing tools to make her feel comfortable, but elegant.
A.M.G. brand stands for amalgamation of modern charismatic women, who love to create a bold fashion statement. It is the product made by woman for women with a strong focus on its practicality and aestheticism.