Coll 00 AM FAKE represents the zero point for AMF, a new beginning founded on a new awareness. For this collection, we chose to reinterpret an ancestral, iconic yet controversial garment: fur.

At its origins a symbol of protection, in time it became a synonym for luxury and social status, and then turned into one of the most ethically debated garments, fur has never been just a garment but a statement, a manifesto of values.

For AMF, fur becomes FAKE, a new synonym for old forms: the symbol of a new departure. The tool to affirm our principles and embrace the challenge of creating fashion that is, not only animal-free, but also environmentally responsible.

The Coll 00 AM FAKE is our line of genderless outerwear and accessories in fake fur, made with a percentage of recycled polyester and handmade by our Italian artisans, to combine tradition and innovation in a gesture of respect for the planet.