APEROL ‘TOGETHER WE JOY’ INSPIRES A LOOKING GLASS IMPRESSION OF FREEDOM, BLISS AND GOOD VIBES WITH AMY-LEE

Cape Town-based artist Amy-lee‘s artistic style glistens in colourful upliftment and embellishes scenic fictive narratives. The sentimental nature of her work has been aromatised by tropical fruits and plants, causing a personified agenda.

With 5 years of experience as a copywriter, creativity through language has always been close to her heart. The artist took this creative passion further, by delving into the world of Visual Communication, through which her painterly art form emerged. Amy-lee is a sensitive, soft, and experienced soul. Since a young age, she has travelled avidly in her creativity. But also, quite literally, she has travelled the world. Amy-lee was born in Joburg, relocating to Cape Town with

her family at a young age. Her next home destinations included Wellington in the Winelands, Ireland, as well as the Canary Islands.

Her exposure to various cultures, scenery, landscapes and people are profound in shaping her as a person, as well as her work. This assemblage of her lived experiences acts as an opening channel for her to express her particular artistic style. A style where peacefully depicted women in their most candid and intimate moments inspire a looking glass impression of freedom, bliss and good vibes.

What drew you to get into art and design?

I studied copywriting. And I have always definitely been interested in design, but I have just never really explored it. I am very happy with the tactile aspect of painting and just using my hands in that process, I do know though that designers and illustrators do use their hands as well. I like seeing the little mistakes along the way, in my process – working through them and figuring them out in an organic way.

What’s one of your first memories, relating to creating your first illustrations, drawings or any form of art?

In terms of art class at school, I just remember the feeling of every time I felt the need to use a new thing. And I remember charcoal quite distinctively. Particularly the materiality of charcoal. But I think the memory of charcoal, as a kid, was kind of exciting for me. Just because, in my childhood brain, I was like ‘It crumbles… but then it mudges’. But yeah, charcoal has not actually been a part of my journey since then.

What inspired the work for this ‘Together We Joy’ campaign?

Oranges. Because, it was part of the brief. Just kidding! But I was definitely sure to incorporate them. I think it started out like that. I felt like I did need to include a ton of oranges! Because, it’s Aperol. But I think, obviously, the theme ‘Together we joy’ generally brings about a feeling of sociability and togetherness. Almost surrendering to being present in the moment and comfort in being yourself and people close to you. I liked this idea of surrendering to the type of togetherness that brings you joy.

How do you interpret joy through your work?

Oh, Colour. 100%. Well, that is how I express joy in my work. I tend to enjoy using very very bright colours. And also the subjects in my artworks are always super chilled and relaxed. There is this sort of theme, where the women look unbothered by anything else other than the contentment they feel, they feel comfortable in their own bodies. Honestly, colour makes me so happy. Often the women in the paintings look the way I would like to feel, which is relaxed, serene, comfortable, and dreamy. Completely comfortable in their own skin.

How do you feel your personality influences the type of work you do?

My main thing in life is humour. That is what gets me through everything. That is my key quality in friends and the people I surround myself with. So humour is a very important aspect for me. I like to think painting is a means of escape for me, because it is obviously tactile, you do it with your hands. And I just really like to surround myself with people who are positive and warm, because I am not always that way. I can be grumpy sometimes. Even though I am quite emotionally tangible and bubbly, that comes with the reverse as well. My artwork is kind of as bubbly as I am when I am feeling my best. I feel there is also the escapism aspect again. I paint women based on how I feel I would want to look. So, I guess, when I am not feeling restful or grounded with myself I paint women who look the opposite way. The colours, brightness, and happiness come in.

The limited-edition silk scarves are available for purchase at Creator’s Depot at R450 each. 

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Between 10 and 5