Michel & Amazonka

Last updated

Michel & Amazonka
Company type Private
Industry Luxury goods
Founded16 December 2013;11 years ago (2013-12-16)
FounderYanjindulam Choigalaa (Michel) Nyamkhand Choigalaa (Amazonka)
Headquarters
Ulaanbaatar, Mongolia [1]
Number of locations
3
Area served
Worldwide
Key people
(Chairwoman & CEO)
MJ Choigaalaa
Michel Choigaalaa (Creative Director)
Amazonka Choigaalaa (Creative Director) [2]
Products Clothing, cosmetics, fashion accessories, Casual wear, bags,jewelry,
Number of employees
71 (2025)
Website michelamazonka.com

Michel & Amazonka is a Mongolian luxury fashion house known [1] for its elegant designs and quality craftsmanship, led by Mongolian businesswoman MJ Choigaalaa, the eldest sister in the family.

Contents

History

Founding

The company was founded in 2013 by Mongolian fashion designer Michel & Amazonka. Michel & Amazonka was established in 2015 in Ulaanbaatar Mongolia by designer sisters Michel Choigaalaa and Amazonka Choigaalaa. After a combined fashion show, the duo decided to officially register their company and brand and join efforts in creating fashionable women's clothes that are distinctively Mongolian. The brand specializes in designing and producing clothing inspired by traditional styles while incorporating European fashion elements, particularly in Haute Couture and Prêt-à-Porter categories. They mainly create elegant evening dresses, ceremonial attire, wedding gowns, and casual clothing, as well as custom-made pieces. [3]

Design

Michel & Amazonka operates with an internal design team and a product development department, where design, experimentation, and research come together. Their collections express the essence of Mongolian tradition and culture, blending contemporary elements with heritage craftsmanship. [4]

Fashion shows

Fashion showDateCreative director
Spring 2013 Ready-to-Wear20 January 2013Michel & Amazonka
Fashion Asia Awards 2014 Ready-to-Wear10 December 2014
Fashion Asia Awards Ready-to-Wear30 September 2016
Mongolia's Next Top Model 201731 May 2017Michel & Amazonka
Fall 2016 Ready-to-Wear4 March 2016
Winter 202219 January 2021

Creative directors

The Olympic Games

They designed and supplied outfits for Mongolia's national teams for the 2020 Tokyo Olympics, 2022 Beijing Winter Olympics, and 2024 Paris Olympics. Their ceremonial deel (traditional Mongolian coat) was later donated to the Olympic Museum in Lausanne, Switzerland. In 2024, their Olympic designs gained worldwide recognition, receiving coverage from major international media outlets such as Vogue, The New York Times, BBC, and Elle. Their innovative blend of traditional Mongolian aesthetics with modern sportswear was praised for its unique cultural representation. [5]


Trademark

Michel & Amazonka's logo represents the initials "M" and "A" in a crown shape, symbolizing excellence in fashion. In 2019, they registered their trademark in the USA and the EU, securing rights in 28 countries.


Retail locations

The company operates a total of 3 locations as of April 2024

References

  1. 1 2 "Paris Olympics: Mongolia team's 'insane uniform' rated hands down most beautiful at Games". 16 July 2024.
  2. ↑ "Team Mongolia's uniforms for 2024 Paris Olympics have internet in a chokehold: 'They won before Olympics even started". 16 July 2024.
  3. ↑ Oscar Holland (16 July 2024). "They just won the Olympics': Internet goes wild for Mongolia's Paris 2024 outfits". Fashion Network.
  4. ↑ Breanna Wilson (27 August 2019). "Meet The Sisters Behind Mongolia's Hottest – And Most Progressive – Fashion Brand, Michel&Amazonka". Fashion Network.
  5. ↑ Hannah Malach (16 July 2024). "Michel & Amazonka Designs Viral Mongolian Olympic Uniforms for the 2024 Paris Games". Woman's Wear Daily.
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