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United Kingdom Ama Lou has transitioned from a classically trained singer to a critically acclaimed singer-songwriter, known for her distinctive sound and visual artistry, evidenced by her collaborations with global brands and major record labels.
Developed in partnership with her creative agency, I Came Home Late Studios, Ama's own signature Salomon shoe, the XT-Whisper Void, was released. She also photographed for the Speedcross campaign as an ambassador.
Ama Lou fronted campaigns for Loewe Perfumes and photographed for i-D during a Loewe collaboration in Ibiza.
Ama Lou has worked with Chanel.
Ama Lou has worked with Miu Miu.
Ama Lou was featured wearing Clarks Originals in collaboration with FANGIRL and Words Kevin EG Perry.
Ama Lou was the face of the ASICS GT-II sneaker campaign, sharing insights on maintaining balance as a creative.
Ama has endorsed Bulgari.
Ama has endorsed FERRAGAMO.
Ama has endorsed H&M.
Ama Louisa John, born on May 9, 1998, in London, England, began her journey in music at a young age, demonstrating a natural aptitude for songwriting. Starting guitar lessons at seven or eight, she quickly developed her skills, even performing at open mic nights in London by age 13 by adjusting her age. Her early exposure to artists such as Gil Scott-Heron, Billie Holiday, and Ella Fitzgerald informed her musical foundation, contributing to her unique style. Her career formally commenced with the release of her debut single “TBC” in 2016, which began to attract notice within the music industry. During this period, she undertook a support tour with Jorja Smith in 2018, further expanding her audience and industry visibility. A notable turning point occurred when Drake recognized her talent, captioning an Instagram post with lyrics from “TBC” and citing her as an influence for his album “Scorpion.”
In late 2019, Ama Lou secured a significant deal with Interscope Records, leading to the release of her major-label debut EP, “Ama, who?” She continued to release EPs, including “At Least We Have This” in 2021. Her debut album, “I Came Home Late,” was released in 2023. Ama Lou rebranded herself as Ama, dropping the “Lou” and signing with ISO Supremacy, a record label managed by Brent Faiyaz, in partnership with Pulse Records in 2025. This new phase included the release of her self-titled album “Ama” on June 19, 2026, which featured the single “My Girl.” She also supported Ella Mai on her 2026 North American “Do You Still Love Me?” Tour, reaching a broader audience and establishing her presence in the R&B scene.
Throughout her career, Ama Lou has engaged in various brand partnerships, reflecting her diverse interests and artistic vision. These collaborations span across fashion, sports, and fragrance, working with brands like Salomon, Loewe Perfumes, Chanel, Miu Miu, Clarks Originals, ASICS, Bulgari, FERRAGAMO, and H&M. Her involvement with these brands often extended beyond typical endorsements, with her contributing creatively, such as developing her own signature Salomon shoe with her agency, I Came Home Late Studios, and serving as a photographer for i-D during a Loewe collaboration. These engagements highlight her ability to integrate her artistic identity into commercial projects, appealing to a broad range of audiences and demonstrating her versatility as a creative.
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