The Story of VIE-AMI
Founded in April 2025, VIE-AMI is a student-led brand created from a simple need — finding a bag that combines real comfort with effortless style. As students balancing lectures, deadlines, and daily life, we knew what was missing: a practical yet beautiful bag you can rely on every day.
The name VIE-AMI was inspired by the founder’s name, Amita, and admiration of the French language. It brings together vie (life) and ami (friend) to reflect our idea of creating a bag that becomes part of your everyday life. VIE-AMI is about creating something lasting — a bag you don’t replace, but grow with. A companion that adapts to you, encouraging a more mindful way of buying less.
Founder’s story
My fashion design journey began five years ago as a personal exploration of creativity. I created a sustainable garment collection at school to encourage students to broaden their perspective on fashion and better understand its impact on sustainability. What started as small experiments for myself eventually grew into a passion. When my early designs of VIE AMI began to catch the eyes of my classmates and friends, their encouragement gave me the courage to share these creations with the world.
In a market often dominated by heavy, rigid leather, VIE-AMI offers a softer alternative. We believe your bag should move with you, not against you. By utilizing flexible, body-friendly materials and incorporating thoughtful details like adjustable straps, we create pieces that are lighter, more intuitive, and uniquely stylish.
Each VIE-AMI bag is hand-crafted to make your day a little easier and a lot more confident, carrying your essentials wherever the journey takes you.