Amii
Amii is a Chinese minimalist womenswear brand founded in 2008 and based in Foshan, Guangdong. Born on Taobao and Tmall, it sells tops, knitwear, dresses and outerwear online and through stores.
| Founded | 2008 |
|---|---|
| Founder | Shi Song |
| Headquarters | Foshan, Guangdong, China |
| Style | Minimalist womenswear |
| Website | amii.com |
What is Amii?
Amii (艾米) is a womenswear brand from Foshan in Guangdong province, China. It describes its aesthetic as modernist minimalism under the line "Less is More, with a Touch More" and targets contemporary, independent women.
History
The brand was founded in 2008 by Shi Song and his wife, who had started selling clothing online around 2007. Amii grew up on the Taobao and Tmall platforms before adding physical stores and new retail formats in the late 2010s.
Products and positioning
Amii covers a full women's wardrobe:
- Tops and knitwear
- Trousers, skirts and dresses
- Outerwear including coats, jackets, blazers and vests
It sits in an accessible contemporary segment rather than luxury, with clean cuts and neutral styling.
Distribution
Besides Chinese marketplaces, Amii runs an international direct-to-consumer site, AMII.com, with localised versions, and is sold on regional platforms such as Lazada in Singapore.
Why it matters
Amii is one of the brands that grew from China's marketplace economy into an independent label with its own international storefront, a path many Chinese digital-native fashion companies are now following.
Frequently asked questions
Where is Amii from?
Amii is a Chinese womenswear brand based in Foshan, Guangdong.
What does Amii sell?
Amii sells minimalist women's clothing including tops, knitwear, dresses, trousers and outerwear.