The label launched small and deliberately, with an initial drop of about ten pieces sold only on its own site. Knitwear was the entry point and remains the centre of gravity. Everything is manufactured in Italy at factories Song and Moschin found themselves.

Song is one of the first generation of fashion bloggers, having started Song of Style in 2008, and she did a fifty-piece collection with Revolve in 2019, that retailer's first product collaboration with an influencer. AMIYA is the attempt to convert that audience into a proper luxury house. The knitwear is where the case is strongest.

It is self-funded, with no outside investment reported, which is unusual for a launch with this much attention attached. Business of Fashion described the brand as two years in development when it wrote about it in April 2024, while the brand's own site says it was founded in 2025. Both dates are in circulation and neither has been reconciled.

There are no awards, no wholesale legacy and no creative-director history to report. The Italian production is the substantive claim and it is checkable. Everything else is still being built.

Wholesale expansion was the plan from early 2025, and the presence of the label on Moda Operandi and FWRD suggests that happened. That is the real test of an influencer-founded brand: whether buyers, not followers, commit to it. So far they have.

Buy the knitwear, which is the reason the brand exists and the category the Italian factories serve best. Treat the rest of the range as an extension in progress. The interesting question is whether it outlives the audience that launched it.