Change is never easy—especially when it involves something you’ve poured your heart and soul into. Today, we’re writing to you, our cherished community, with bittersweet news that marks the end of one chapter and the beginning of another.
In the summer of 2023, on what was meant to be a celebratory day—our cofounder Deean’s birthday—we received unexpected news: due to a legal dispute over the word “Caché,” several brands, including ours, were required to relinquish their names. Amour Caché, lovingly referred to as “AC,” wasn’t just a brand name. It was our identity. A name that held our values, our creativity, and the community we grew with. The logo was even penned in Deean’s mother’s handwriting—an intimate touch that spoke volumes about our roots.
We’d be lying if we said we didn’t dread the change. For 18 months, we worked behind the scenes knowing it was inevitable. We brainstormed dozens of names—variations on “Amour…” that never quite felt like ours. Because we weren’t just looking for something pretty—we were searching for meaning.
Then, in early 2025, the clouds lifted. Out of countless hours of reflection and creative sessions, a new name emerged. One that felt serendipitous, deeply personal, and true to us.
Introducing: Amour d’Agnette
Amour d’Agnette is more than a new name—it’s a rebirth. Inspired by our names, this new identity is a testament to our friendship, our complementary strengths, and the shared belief that brought our brand to life. Like two puzzle pieces, we’ve always filled in each other’s gaps, creating something more powerful together.
The new Amour d'Agnette logo and the iterative process we took to build it.
With Amour d’Agnette—“A.G.” as we lovingly call her—we’re channeling the same spirit that guided us from day one: to create ethically made, small-batch lingerie that dares to feel different. Crafted with OEKO-TEX® Standard 100 certified fabrics, all of our designs undergo up to 15 rounds of fittings before release. With meticulous construction, our signature silver chrome hardware (an homage to “Ag”—the elemental symbol for silver) reflects our commitment to resilience, longevity, and a quiet kind of strength. So yes, our brand name has changed, but what remains is what matters most:
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The same high-quality materials, including expanded custom laces
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The same meticulous craftsmanship and Malaysian production you’ve come to trust
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The same inclusive vision: lingerie for all walks of life
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And, of course, the same two founders—still doing fittings in our own bras, still obsessing over seam tolerances, and still designing for you
Each of our pieces feature our signature silver chrome hardware demarked with Ag, the elemental symbol for silver, an ode to strength, resilience, and timelessness.
This summer, we usher in our new chapter with the launch of Uncut Gems—a FW25 capsule that pays tribute to the radiant, unfiltered spirit of womanhood. Headlined by our reimagined bestseller, The Kim High Neck Underwire Bra, the collection debuts in Black Opal, Sapphire, and Emerald. Draped in rose lace, sheer polka dots, and signature gemstone tones, each piece reflects the quiet glimmer of women who live boldly and love deeply. The collection will go live on September 1, 2025.
The inspiration behind how we built the Uncut Gems collection.
Starting today, our new website will be www.amour-dagnette.com, and our new Instagram handle will be @amourdagnette. Any emails regarding sizing and fit (or the rebrand) should be directed to admin@amour-dagnette.com
To our loyal customers who’ve been with us since the very beginning—thank you for holding space for our evolution. And to those newly discovering us—welcome. We are still the same women, driven by the same mission: to make lingerie that is beautiful, functional, and made to last.
From ashes, we rise—stronger, bolder, and more ourselves than ever before.
With love and gratitude,
Deean & Agnes
Co-Founders, Amour d’Agnette (formerly Amour Caché)