Our Ethos
Ultimate fit: Fit is the nascence of Amber London, so we made our tops cup-sized and offer them in UK A-FF cup sizes, instead of using the standard size scaling that assumes women with small back sizes have small bust sizes and vice versa. We want our styles to be truly reflective of the female form and to offer support to the woman with a fuller bust. We offer mixed and match sizes and styles to help cater for different body shapes, additionally our separates vary in coverage and offer supportive features such as underwire, fully adjustable shoulder and back straps to ensure fit and comfort.
Empowerment: Amber London’s mission is to create high quality and stylish pieces that offer support for the fuller bust women.Our swimwear isn’t limited to fuller bust women, but we simply want to offer choice to a variety of women. Our aim is to empower women by making swimwear that truly reflects the diversity of the female form. We want women to feel confident, supported and empowered in our swimwear.
Personal knowledge: Our brand was inspired by our founder, Sana’s struggle to find stylish, high quality and luxurious swimwear that also offered support. Our founder is petite with a fuller bust and truly understands first-hand the importance of fit and what features are needed to achieve that.
Real life testing: Our collections typically take over a year of testing and sampling to be built out. Rather than opting for the standardised practice of starting with a model sample size and scaling up without considering the nuanced needs of a larger bust, Amber London uses fit models of all shapes and sizes. No detail is left to chance, we create many rounds of samples and test every aspect of our pieces, fit, look, the stitching details and we ensure that they are perfected before being approved for production.
Quality and craftsmanship: We select our material and partners carefully, only opting for the highest quality Italian fabrics and seamstresses for their expertise and quality. Our styles are designed to be timeless and to last you season after season. Our fabrics are tested to ensure:
Sustainability: Here at Amber London, we recognise the importance of sustainability, and we pride ourselves on choosing ethical and viable options wherever possible; from the very first steps of our journey, sustainability has represented a core pillar of our business: