Founded in Switzerland in 2020 by Lesley Ryf (pictured above), AMADA empowers women through stylish and functional workout essentials suitable for both the gym and everyday wear.
The brand’s newest collection showcases four stunning styles with contrasting white trim designed to enhance the female form. Offerings include the Gia onesie, Gaelle top, and Gaia leggings in green/white or classic black/white options, plus the Cozma flair leggings in black. All pieces are ethically manufactured in Turkey, and available to purchase online at amadawear.com.
We sat down with Lesley to find out a little more about her luxury bodyshaping yoga and activewear brand.
Please tell us a bit about AMADA. What was your initial vision back in 2020?
I saw AMADA as this new upcoming fashion brand offering wellness essentials for women living an active lifestyle. To me, elegance is beauty that never fades, so I wanted to create a product line that can be a woman’s best friend. Fabrics that make you feel comfortable combined with cuts that leave you feeling confident and feminine. The combination of confidence and femininity holds so much power for me. Think of a product that lets women of any age feel good about themselves.
Why the name AMADA? Is there any special meaning behind it?
AMADA” means “beloved-dear” in Spanish, and it’s appropriate to the female version. I’m very close to my mother; she always calls me “Amada Lesley” or “Amada hija”, which means dear daughter. The initial name came from back in 2015 when I was about 18 years old and launched my first online shop with Brazilian bikinis. Back then, the brand was called Amada Swimwear.
Who are your greatest inspirations?
I’m inspired by my mother. She’s such a strong woman and can go through a lot with a smile on her face, enlightening others daily. In business, I look up to other young females who created successful brands like Amina Muaddi or women like Rihanna, who consistently reinvent themselves over the years.
How has AMADA grown over the last three years?
It’s crazy how it changes. I started from my living room, packing every order by myself, printing the shipping tags with an inexpensive label printer and driving 40 minutes to Germany to drop it off at the post office because the logistic companies in Switzerland wouldn’t give me reasonable rates for international shipping. The unit order quantities were so low that the manufacturer didn’t want to sew in the AMADA logo metal tag, and I had to do it with my mom one by one. Now we have two warehouses in Germany and one in Dubai that ship express worldwide. I used to dream of having my collections hung in premium locations and fashion publications talking about us – I’m currently living my dream.
You split your time between Switzerland and the UAE. What are your favourite things about each country and why?
Zürich, Switzerland, is a very slow-paced country, and Dubai, UAE, on the other hand, is fast-paced. In Switzerland, I know what will happen within the next few weeks. In Dubai, you never know what can happen within a few days. It’s the perfect mixture of adrenaline and being able to relax and focus.
What does a day in Lesley’s life look like?
I like to wake up early, between 6:30am and 7:30am. I’ll then walk my dog, grab a coffee, sit down for a few minutes, speak gratitude, and meditate. The first hour is just me sorting my thoughts and preparing for the day. I’ll then use the time until noon to work on my laptop, squeeze in a workout session over lunchtime and hold a meeting or Zoom in the afternoon. I usually call it a day around 6ish. I enjoy being productive and feel satisfied when I do something for all five areas of my life: mental (reading, learning), physical (workout, massage, healthy food), spiritual (meditation, being present), financial (work) and social (meet new interesting connections or friends).
What do you think makes AMADA different to other premium activewear brands?
Born with the Swiss mentality of quality over quantity, I take pride in my product’s “craftmanship”, which is reflected in the detailing that makes it feel and look luxurious.
At AMADA, we create the perfect essentials that will stay with you for a while: first, because the fabrics are very endurable. Second, they will remain in style; you can combine AMADA pieces with different outfits. We don’t compromise between functionality and fashion – I ensure all items are designed to fit and flatter the female body. We add integrated bras and removable pads to 90 per cent of the tops. The leggings/shorts are always high-waisted with a shaping V-waistband, and there is never a front crotch seam. If you lay them flat, you’ll notice that the shape of the legs, waist and arms is not just a straight line (like most other active brands) but actually follows the female silhouette. I just wanted to create the perfect transition product for women to feel comfortable yet fashionable and effortlessly chic whether they work out, take their kids to school, or smash a meeting with a blazer on top!
Can you tell us about your favourite pieces for the season and why?
My go-to piece is the Anastasia Jumpsuit. It’s just so comfortable, super flattering and versatile. It comes in classic black or ivory, and all my girlfriends wear it – some even go to dinner wearing it! It’s been sold out for a while, and we are bringing it back next month with a few tweaks!
What are your favourite gyms and workouts?
I enjoy reformer Pilates classes and power/vinyasa yoga. Funnily enough, I actually started yoga after launching the brand – call it market research if you will, haha! I really love this wellness and fitness “hype” spreading the world right now, and I’m happy to be discovering new concept studios that combine movement, lifestyle, F&B and community.
If not wearing AMADA, what other brands would you usually be wearing?
I’ve been running around in my leggings for the past two years and recently decided to dress up again as the meetings get more formal. My style is classic; I’ll mix and match quiet pieces from Zara, Cos, and Massimo Dutti with young designer statement pieces and designer accessories.
Are there any new capsule collections you’re planning or any news we should be getting excited about?
I’m super excited to launch our loungewear collection in 2024. It will be versatile lounge basics in silk, cashmere wool and jersey to complete the look. AMADA will soon be available at some well-known fashion retail stores – a massive milestone for us as a brand!
Do you have any advice for aspiring entrepreneurs?
Just commit. Plan your work and work your plan. Surround yourself with other entrepreneurs to get insights and ask questions. If you are not in a position to physically meet those people,- then read their books to understand their minds. I recently read the book “Shoe Dog” by the founder of Nike. It inspired me, and I learned so much from it. It felt like a mentor was talking to you and motivating you not to give up.
