Amambaih: an ethical and cultural vision through artisanal design

Amambaih, founded by Mariella Schwartz Montielle, represents a unique fusion of art, culture, and humanity. Originally from Paraguay, Mariella draws on her multicultural roots to realise a creative vision that goes far beyond simply crafting artisanal shoes and bags.

At this edition of Premiere Classe, she shared her commitment to fashion that respects craftsmanship and local communities, while emphasizing the importance of preserving culture through design.

Returning to our roots through design


Coming from a family with diverse origins, Mariella has always felt a strong connection to her Paraguayan heritage. “My father once told me, ‘Do something for your country.’ That’s when I decided to work with this beautiful local tribe, where we began experimenting with colours and fabrics,” she explained. Her love for colours and natural materials has since become a central pillar of Amambaih’s identity.


A brand today must have meaning. It needs to speak of community, of culture,” Mariella asserts. Amambaih is more than a fashion label; it is an ode to humanity and artisanal skill. Mariella sees each product as an extension of oneself, a way of transferring emotions through creations. “More than a designer, I consider myself someone who bridges art and design,” she said.


The importance of time in craftsmanship


Each Amambaih product is handmade, reflecting Mariella’s dedication to honouring the time required for creativity. “Our products aren’t utilitarian; they’re emotional,” she explained. By working with artisans, she enables these communities to take the time to perfect their traditional techniques, far from the frantic pace of industrialised fashion.


A noteworthy collaboration with Chloé allowed Amambaih to reach a wider audience. “We sold 7,000 pairs of shoes during this collaboration, allowing many families to work with us,” Mariella shared happily. This success strengthened her belief that artisanal design can have a positive impact, both socially and economically.

Bridging major brands and traditional craftsmanship


Mariella envisions a future where large fashion houses and local artisans collaborate. “There is room for both, and cultural and human values must be reintegrated into our lives,” she explains. In the next ten years, she hopes to create a bridge between these two worlds to preserve culture and artisanal expertise. Her collaboration with UNESCO reflects this ambition, aiming to develop projects that blend heritage preservation with modern design.


Creativity comes with technique, and craftsmanship is worth fighting for,” she says passionately. Mariella insists that fashion should restore a place for human gestures, which she considers the true heart of our industries.


Premiere Classe: a springboard for creativity


For Amambaih, Premiere Classe is a unique space where creativity can flourish. Mariella especially appreciates the diversity and cohesion of the exhibitors, along with the opportunity to connect with buyers and creators who share similar values. “What I love about this fair is that everyone has a place, and you can feel the creative energy wherever you go,” she confided.


To Mariella, Paris remains an irreplaceable source of inspiration. “Paris is inspiration, while Milan is fashion and business,” she shared, underscoring the importance of the French capital in the international fashion scene.

Cultural transmission shapes our future


With Amambaih, Mariella Schwartz Montielle is not simply creating; she aims to preserve and promote culture and craftsmanship, producing unique pieces that tell a story. “My dream is to keep culture alive through every artisanal gesture,” she concluded.


Her vision for the future is clear: she wants to connect schools and cultural institutions with the world of artisanship to pass down this knowledge to new generations. Inspired by mentors like Vivienne Westwood and Alessandro Michele, Mariella hopes fashion will continue to be a space where culture, creativity, and humanity can be fully expressed.

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