The New Wave of Luxury: Arman Malik on A.M London

Image: Arman Malik by Saffron Liberty

Luxury fashion isn’t what it used to be. The air of aspiration, the unspoken rules of exclusivity, and (most importantly) the somewhat attainable price tags, are no longer with us. Today, a new generation of brands is stepping into the spotlight - with quiet confidence and razor-sharp focus on craftsmanship and authenticity. Among them is A.M London, the fledgling label founded by Arman Malik, a designer intent on redefining what modern luxury looks and feels like.

Malik’s approach is refreshingly simple: make exceptional products, keep them at prices that feel just within reach, and let the work speak for itself. There are no gimmicks here, no reliance on heritage or hype. Instead, A.M London is building its identity on what matters most—impeccable materials, sharp design, and a sense of purpose that resonates deeply with a growing audience.

Image: Will Barford

This is luxury for people who still care about quality, but who aren’t interested in paying a premium for a logo or a storied reputation. And it’s working. Malik’s brand is growing steadily, not by pandering to trends, but by sticking to its ethos: creating pieces that feel personal, intentional, and undeniably special.

I sat down with Malik to talk about how he’s navigating this transformative moment in fashion, why A.M London is uniquely positioned to fill the void left by the decline of legacy brands, and whether he believes a young label like his can truly take on the old guard… 

Image: Will Barford

HT: How did you come up with the idea for your brand, and what inspired you to go into the luxury market? Because it's quite a difficult area of the industry to find success in. 

AM: I studied fashion design at Leeds Arts University, though my attendance wasn’t great—I nearly got kicked out a few times. Growing up around my father’s leather manufacturing business, fashion was always part of my life, even if I didn’t know which area I wanted to pursue. I initially considered being a designer or a buyer, but after finishing university, I interned for Rav Matharu at Cloth Surgeon on Savile Row. That experience opened my eyes to what owning and running a luxury brand is really like, especially in London. Through Rav, I met some influential people in the luxury space, which was invaluable.

While working with Rav, I also joined Cole Buxton, a luxury streetwear brand, which gave me a new perspective on the modern luxury market. I saw firsthand how they manage everything—from PR and marketing to balancing creative vision with the business side. Their backstory was evident in everything they did, and their success was inspiring. It really showed me the power of building something with purpose, and that energy rubbed off on me.

Image: Will Barford

HT: So, what made you take the leap and start your own brand?

AM: It was a combination of factors. Working with those two brands really inspired me, and I realised I had an advantage—access to my dad’s factory, which is a huge asset in this industry. While I was working there, I started designing for fun, experimenting with logos and ideas. I designed a jacket, got it made, and loved it.

I met an old wholesale director from one of the big department stores - whilst working with Cole -  who gave me some advice to create a small batch and see how it went. So, I designed a range and got samples made. I started an Instagram, took photos in my dad’s office, and ran some basic ads. I was really just figuring it out as I went along.

Things started to pick up. I set up a Shopify store, registered the company, launched production, and kept building. Eventually, my time at Cloth Surgeon and Cole Buxton came to an end, which allowed me time to focus on AM more. I started a new job in the luxury retail space, and began balancing it all.

Image: Will Barford

HT: Do you think there will ever be a time where you feel you can put everything into it?

AM: I mean, that was kind of my goal for this year. By the end of 2025, to be fully self-employed would be great.

HT: It seems like—even just since I started following your work — it’s booming slightly at the moment.

AM: We’ve had some big names get involved, and the new collection has definitely helped elevate us. Things are starting to move, but internally, it feels a bit slower. I tend to think it’s taking longer than it should, but I have to remind myself—we’re only a year and a half old. We’re improving day by day and growing stronger.

By the end of the year, it would be great to be self-employed. But really, it’s about the financial side—I don’t want to take on more than I need to.

HT: And I guess jumping too early could lead to a lot of unnecessary stress that would not only affect your life but also affect the work.

AM: Exactly. Right now, I am balancing AM and my day job. I plan to gradually work towards switching over completely and working on the brand full-time soon.

Image: Will Barford

HT: What does luxury fashion mean to you? How would you define it, and how do you make sure that your vision of luxury fashion is constantly reflected in the brand and the designs you come out with?

AM: For me, luxury means three things: quality, simplicity, and longevity. It's about the durability of the garment and how those elements come together.

I lean toward an older school of thought when it comes to style and fashion, valuing simplicity. Perhaps because of my time with Rav on Savile Row and my love of the history of fashion, how it has evolved through different eras. Simple garments, executed well, in high-quality fabrics that stand the test of time—that’s our focus.

We maintain that quality with small batch production. We don’t overstock or offer a large range. It’s all about being small, organic, and taking our time with each piece.

To me, that’s luxury. I know there are different interpretations, but for our market, I believe we’ve hit that definition. We tick all the boxes I wanted to tick.

HT: Another thing we spoke about when we first met was how silly the prices have become at some luxury brands, and how your brand is working to maintain a sensible level of pricing. How do you balance maintaining quality without having to compromise the belief in keeping prices reasonable?

AM: The main focus for us is fairness. It's simple: offering good quality materials and manufacturing at fair prices. While our margin is lower, we’re proud of the product and its price. We’re transparent with our consumers, and that matters to us.

Yes, producing high-quality garments is expensive, and we make a lower margin than other brands, but that’s not our priority. We may eventually increase prices, but it will reflect better materials and higher-quality skins.

Unlike larger brands that mark up prices excessively, we believe it’s gotten unfair. People can’t afford those prices anymore. We’re in a niche market with leather, and I want to make it accessible to people in their 20s and 30s, so they don’t have to settle for subpar quality at inflated prices.

Ultimately, we prioritise great products and long-term sustainability over huge profits. I would rather establish a brand that stands the test of time than make some quick money.

HT: And then we spoke earlier about the uptick in celebrity fans of your brand recently. Is it very important for brands nowadays—would you say it’s almost a requirement—to gain celebrity endorsements early on when building a luxury brand?

AM: That is kind of you to say. We’ve only had a few celebrities wear our pieces, which has been great for a young brand like ours. Building relationships with stylists is key, and it takes time. Having celebrities on board early helps build trust with consumers, showing that the product is high quality.

It also changes how people see our pieces. What may seem ordinary on our website or Instagram can look completely different when seen on someone like Nick Hoult. That shift in perception leads to increased sales and opens up opportunities with buyers, stylists, and new markets.

Ultimately, celebrity endorsements help us reach a larger audience, which drives growth and revenue for the brand.

Image: Will Barford

HT: On that front, while the celebrity side of things is great for getting your brand to new audiences, are there any celebrities you’d avoid? Ones you wouldn’t want wearing your brand?

AM: I’m very selective about who I collaborate with. I prefer to give pieces to people I genuinely admire. We want to maintain a high-end image and work with influential individuals, as their credibility and large followings really elevate the brand.

However, I’m also open to working with mid-level fashion influencers with around 100-500k followers. Some of them create great content, and their followers trust their fashion advice. If they’re helping people incorporate quality leather into their wardrobes, it makes sense to collaborate.

Fortunately, most of the people I’ve worked with so far have been friends or individuals I’ve admired for years that have since become friends, so it’s been a smooth and positive experience.

HT: Similarly to that, about the slight selectivity when you’re using social media, which has become essential for any brand or company nowadays—how do you open up on social media and express what your brand is about, while managing to maintain that exclusive luxury mystique?

AM: Instagram is probably the most crucial tool for communication, especially for a young brand like ours. It’s the platform where we share our message, ethos, and product, all in one place. There’s no better way to connect directly with customers.

In the past, you could rely on word of mouth and a small shop, but today everything is far too expensive. Despite the challenges, the nature of our product, being made in small batches, lends itself to an exclusive feel.

I focus on how I want my brand to be perceived, working hard on creatives and visuals, and constantly considering how our posts will look on consumers' feeds. There’s a lot of inspiration out there from other brands.

But honestly, I’m also just figuring it out as I go. We’re so young, and the key is not overthinking it—just trying things and learning from what works and what doesn’t.

HT: Sustainability and ethical practices have become such a ubiquitous part of modern fashion. How do you approach these issues? I guess having your own factory in-house and in the family really helps with that.

AM: Transparency is key for us. We're proud of our manufacturing process and plan to share more about it, including factory photos and a film showcasing the entire process. My family has been in leather manufacturing for over 20 years, giving us credibility. If major brands trust our factory, consumers can trust our product too.

We only use gold-standard tanneries, vegetable tanning when possible, and byproducts, all made under ethical conditions. With factory audits now mandatory, we have no issue being transparent about our practices.

That said, many consumers remain uneducated about sustainability. Despite the importance of ethics, many still don’t prioritise it, which is why fast fashion thrives. We prefer to stay true to our principles, offering proof when asked but keeping things simple.

Image: Will Barford

HT: A lot of big, established brands in your area of fashion build their appeal through history, experiences, and emotional attachments—not even to the clothes but to the brand itself. How do you work to build your own version of that and keep your brand emotionally engaging?

AM: Starting from scratch is tough, especially with no preexisting following in an age where so many brands find success by converting followers into customers. We're focused on letting the product tell the brand’s story. Over time, we'll share more about our family, history, and Mauritius, but for now, the product is the centrepiece.

We're diversifying our content with short films and more creative projects, but we're not obsessing over competing with the big brands just yet. Instead, we're getting the product into physical spaces, allowing people to experience it firsthand. Once they feel and see it in person, the brand will speak for itself.

For now, we're starting small and focusing on quality, knowing that the larger story will unfold as we grow.

HT: How do you work to ensure that as the brand grows, you stay true to its roots and to why you founded it?

AM: Staying true to our roots means keeping our pricing accessible, even as we grow. While our prices may rise if our raw materials improve, we'll never position ourselves as a super high-end brand. Our goal has always been to bring great quality leathers to the everyday person, and that’s something we’ll maintain.

As we expand into new areas, like women’s wear and getting stocked in department stores, we’re staying grounded in our values. The real challenge now is building an audience and converting that interest into customers. Moving forward, it’s all about maintaining quality while staying accessible. That’s the core of our brand.

Image: Will Barford

HT: To finish off, I wanted to touch on something inspired by what you mentioned when we first met: how so many big luxury houses are struggling, whether it’s due to the rise of fast fashion or their own complacency. Do you sense that the luxury market is shifting toward younger brands? Do you think younger brands like yours could one day topple the giants of the industry?

AM: The giants will likely always be around due to their massive capital and security, but other brands are in trouble. Names like Burberry and Mulberry were once dominant but are now struggling, and high-street brands like Superdry and Ted Baker are fading fast.

That said, younger brands are absolutely capable of toppling these giants. We’ve already seen brands like Aimé Leon Dore and Jacquemus rise in the past decade, challenging the bigger players. The key is building a strong, loyal following, offering universally appealing products, and having a distinct identity. It’s about hiring the right people, securing good investment, and growing organically.

Sometimes, it’s not just the product, but the world these brands create that draws people in. Aimé Leon Dore, for example, has crafted a lifestyle that resonates with its audience, and brands that evolve and stay connected to their customers will thrive. Despite this, our main focus will always be on the product. I feel that, in a way, can help in forging a brand's identity itself. An obsessive focus on quality artisanal garments. I do think it is possible though, COVID proved that no brand is invincible.

In a world where legacy brands grapple with their relevance, Malik is building something refreshingly new: a label that feels deeply personal yet universally resonant. It’s not about toppling the giants just yet—it’s about crafting something timeless, piece by piece. In that slow, deliberate process lies the heart of A.M London’s appeal, and perhaps, the future of luxury itself.