Check out this “behind the scenes” video of the new Amatør. SS13 collection shoot in Paris. Amatør was founded in 2011 by Eline Starink. While working in the business environment she had numerous talks with female colleagues about giving a personal touch to dressed-up outfits. This inspired her to set up a label that caters to this need, a label that celebrates individuality and brings contrast to a world that is dominated by primarily black ensembles.