Behind The Label: Amiya by Aimee Song
You probably know Aimee Song as one of the original digital style icons. With 7.2 million followers and over a decade of influence, she's built a name synonymous with effortless fashion and creative evolution. But her latest venture is something more personal and deliberate. Amiya is a brand she’s built to stand apart from her social media identity and speak for itself.
As the founder and creative director of Amiya, Aimee is creating a label rooted in craftsmanship, quiet luxury, and thoughtful design. This isn’t just a brand extension of her online persona. It’s a standalone vision, shaped by years of travel, her background in interior architecture, and a deep love for timeless style.
We’re proud to be the exclusive stockist of Amiya in New Zealand and to bring this beautifully considered collection to our MUSE community. Ahead of our upcoming trunk show, we caught up with Aimee to talk about building a brand with intention, designing for the woman who lives with ease and confidence, and why true longevity starts with knowing your "why."
You’re a mother of two beautiful boys, a social media mogul, and the creative director and founder of Amiya. With so many hats to wear, what does a typical day in your life look like?
Thankfully, I have an incredible partner, so most mornings I’m able to sleep in since much of my work takes place late at night after the boys are asleep. When I’m not traveling, my days feel quite balanced. I start with my matcha, drop off my three-year-old at preschool, and then fit in a workout, usually Pilates or tennis. While I wait to pick him up at noon, I catch up on emails, and then we enjoy lunch together as a family. My boys still nap in the afternoons, which gives me a couple of hours to work uninterrupted. Once they’re up, we usually go for a walk or spend time outside. Dinner is always at 5:30 p.m. with the whole family. Then my fiancé and I split up for bedtime routines. I take care of the baby at 6:30, and he puts our three-year-old to bed by 7:30. After that, I shift into creative mode and begin my workday all over again.
When designing for Amiya, do you have a specific woman in mind? How would you describe the Amiya woman—her style, her spirit, her lifestyle?
The Amiya woman is well-traveled, confident, and cultured. She is sophisticated but has a sense of humor and lightness. She loves color, collects art, and embraces life with curiosity and ease.
Can you walk us through your creative process—from concept to collection? Where do you typically find inspiration?
Travel is my greatest source of inspiration. It broadens the mind in a way nothing else can. I’ve traveled extensively and continue to do so for work. I started my career as an interior architect, so I’ve always been drawn to structure, materials, and design. My fiancé, who is also my business partner, has a deep love for art and an incredible knowledge of art history. Amiya is really the intersection of both of our worlds.
Amiya will soon be featured in a MUSE trunk show. What pieces or themes from the current collection are you most excited for our customers to discover?
I’m most excited for people to feel the quality of our knits in person. Each piece is crafted by skilled artisans in Italy who have dedicated their lives to this craft. One of the challenges of being a direct-to-consumer brand is that customers often don’t fully understand the quality until they receive the item. This trunk show gives them the opportunity to experience the materials, textures, and details firsthand, which makes all the difference.
What have been some of the most surprising lessons or challenges in running your own fashion label?
The biggest challenge has been managing the time difference with our team in Italy. Traveling back and forth while raising two young children is also demanding, but I believe that anything truly worthwhile comes with effort. I feel lucky to have a support system both at work and at home. Building a brand while building a family is not always easy.
You’ve been a style icon for over a decade. How has your personal style evolved, and how is that evolution reflected in Amiya?
My style has become much more intentional. I find myself buying fewer pieces but investing in quality and timelessness. I know what silhouettes work for me, and I tend to gravitate toward those in different colorways. That’s why we often reinterpret our knits in versatile, wearable shades. I no longer chase trends. I focus on pieces that feel good and look effortless.
What advice would you give to young creatives or aspiring entrepreneurs looking to build a brand with longevity?
Stay grounded in your "why." Passion is essential. Without it, the difficult moments will feel insurmountable. When you genuinely care about what you’re creating, you’ll be willing to ride out the tough times. Also, keep your focus on your own path. It’s so easy to get distracted by what others are doing, especially in this digital age, but true longevity comes from having a clear voice and a strong point of view. Don’t lose sight of that.
What’s next for Amiya—any collaborations, categories, or directions we can look forward to?
This is our first season expanding beyond DTC and into select retail stores, which I’m incredibly excited about. We’re also introducing more styles and expanding our offerings. Several collaborations are in the works, and I can’t wait to share more very soon.
