amargi

My name is Joana Kaçorri. I was born and raised in Rrëshen. I completed my studies in architecture at the Faculty of Architecture and Urban Planning at the Polytechnic University of Tirana. I have been living in Tirana for 10 years. I work as an architect at the Construction Institute in Tirana. I founded Amargi 4 years ago and have been the designer ever since.
Amargi is a business that at first sight looks like came into my life out of thin air, but when I think about it closely it is the thing I have always wanted to do. From a young age I had a special feeling on clothing - I didn’t think of it not only in terms of functionality, but went deeper – looking at the combination of colors, shapes and cuts. In the journey toward the beautiful, Amargi stays true to its roots. The word Amargi translates from ancient Sumerian as “return to mother”. Through the exploration of the Albanian ethnographic heritage, Amargi seeks to reawaken a national intellectual wealth that will evanesce with generation of our grandparents. At the core of our brand is our selection of artisan hand-loomed fabric, deliberately chosen in support of the local economy, the empowerment of women and the principles of sustainability.
The idea to establish a business was born on 28.12.2018. The business I would create would be a clothing brand inspired by traditional Albanian clothing. So, from the beginning I started with the idea of creating a business which would allow me to express my personal skills and vision, at the fields where my passions would be most relevant. Considering my profession, my passion naturally gravitated towards design.
I do not have a formal fashion background, although my profession has a substantial impact on the way I approached Amargi.
I have designed 7 collections so far, and each of them has traces of Albanian ethnography in it, but each in a different way from the other. The first collection included elements from the Mirdita area. I identified the most important visual elements from this area, reflecting them into a completely modern design. The second collection was inspired by the traditional clothes of the area of Tirana, but this time I focused more on the shape rather than the elements. The autumn-winter collection has Albanian roots in the production procedure carried out, knit wear sweaters are all handmade by Albanian women, while the coats are made of sheep wool, with the fabric being processed by Albanian women. In this regard, inspiration from tradition is an essential feature of what we do.
Despite the source of inspiration, Amargi remains a modern clothing line for women. We create clothing that can be worn by different age groups, on special occasions, as well as on a daily basis.
Inspiration comes to me in different ways and forms. The "Albanian woman", history, ethnography, nature, different experiences, music are all very appealing and wonderful sources of creation for me. Everything beautiful that happens in my life, be it visual or sensational becomes a spring of inspiration. Only the bad moments in life produce no inspiration.