To celebrate the launch, AMERL will take over the private VIC (Very Important Client) Styling Suites at Browns Brook Street for a one-day showcase. Founder and Creative Director Chloe Simpson will personally introduce the brand. “I’m looking forward to meeting Browns’ clients in person and sharing the vision behind AMERL, from the technical performance and versatility of each piece to the feminine silhouettes and fashion-led approach that define the brand. My goal has always been to bring together the worlds of fashion and skiwear, without compromising on either.”

Throughout the day, Browns will host private, dedicated appointments with key fashion press, industry influencers, and Browns’ top-tier VIC clients and personal stylists. Guests will have the opportunity to view and try on the debut collection in an intimate, tailored setting.

Founded by Chloe Simpson, AMERL was created to bridge the gap between high-performance alpine wear and high-fashion aesthetics. Designed with precision tailoring, female-first silhouettes, and technical innovations—such as custom magnetic closures and premium weatherproof textiles—the collection seamlessly transitions from the slopes to the chalet. 

Rachel Costa, Managing Director of Browns, said: “This partnership perfectly embodies the spirit of Browns. We have always been defined by our innovative approach to discovering and introducing brands that make a true difference. Having debuted its luxury skiwear collection in late 2024, AMERL perfectly blends high-performance technical precision with sophisticated, fashion-forward tailoring. We are thrilled to welcome Chloe Simpson and offer our community of customers the very first look at this collection.” 

AMERL’s Founder and Creative Director, Chloe Simpson, said: “When I lived in London, Browns was always one of my favourite stores to visit. I loved its unique aesthetic and the way it brought together such a considered edit of designers. To now see AMERL there feels incredibly special.

“I love being able to meet clients in person and see them experience the collection for themselves. Browns felt like a natural fit for AMERL, and the VIC suites offer a lovely, intimate space to share the collection and talk through the tailoring, technical details and thought that goes into each piece.”

The AMERL collection will be available to shop in-store at Browns Brook Street and online at brownsfashion.com.