media release

ammo the lady!

Amy McLellan is the owner and designer of the modern women’s wear label ammo.
The label name is her nickname. She has been designing and operating this label for seven years. With her extraordinary people skills she has built a strong and loyal client base.

ammo is a bright, vivacious woman with a quirky sense of humour. This nature transcends into many of her clothing designs with garments often being interactive and playful. With a warm personality and talkative nature, Amy draws people to her. “My grandmother, Thelma was the fashion conscious one when I was growing up. She wore gucci pants and fabulous Coureges sunnies. If she fell in love with a pair of shoes, she would buy five pairs in different colours, same as with hosiery. I remember when she passed away her garage was full of stockings in unopened packets and piles of designer clothing. She loved fashion! She exposed me to lots of gorgeous fashiony things.”

Amy loves design and exploring elements of this carft - lines, space, texture and light. She graduated from Swinburne University in 1996 with a degree in Graphic Design. After uni Amy took off with a friend and a camera to travel abroad. Like many travellers she arived home broke, unemployed but inspired.

A favourite pair of linen trousers had torn whilst travelling. Amy cleverly converted the trousers into a skirt. She hand sewed the legs together, cut off the cuffs and added Japanese fabric to create pockets. Then she walked into Alice Euphemia wearing her skirt. “They loved my skirt so much that they ordered some straight away. I forgot that I was shopping and raced out of the shop to call my grandmother to borrow her sewing machine. It took me nearly a month but when I took three skirts back into Alice - they sold that afternoon. I was ecstatic and they wanted more!! They sold too and that darling is how I got into fashion.”

For more details contact: ammodesigns@gmail.com