By Ilene Raymond Rush, For Mainline Media News | October 12, 2017 | Read Full Article Here

Montgomery Dermatology

Dr. Erum Ilyas

 

KING of PRUSSIA >> For Dr. Erum Ilyas, 42, of Wayne, a board certified dermatologist, launching an international womenswear brand is more than an entrepreneurial passion, but it is an extension of herself personally and professionally. She has long recognized the need for contemporary clothing that was not only stylish and professional, but also skin healthy and sun smart.

AmberNoon, her ready-to-wear contemporary clothing line is a stunning new turn on sophisticated style tailored for the on-the-go woman. The entire lineup is made in the USA from premium materials and fabrics with subtle but compelling world themes and influences. Notably, Ilyas personally designs every AmberNoon piece herself, working through every step, from pattern makers to manufacturers, to bring her vision to life.

There is also an underlying “healthy” thread literally woven into this budding fashion success story. As a dermatologist with a 30,000 active patient practice, Ilyas has exclusively incorporated the use of sun protective textiles into her clothing line. The AmberNoon “Stylish in the Sun” theme teases “the secret’s in the fabric …” and backs it up with an ultraviolet protection factor of 50 plus in all of her garments.

“This is not athletic wear, strictly speaking. This is your active lifestyle brand,” said Ilyas consistently personalizing the line to her audience.

AmberNoon fits so well because of its breathable, flexible comfort stretch, and moisture wicking fabrics. With a full range of tops, dresses, cover-ups, skirts and pants, AmberNoon is addressing an under-served segment of the active and working women’s market.

To Ilyas, her second high-powered career in fashion is just a natural expression of her creative energy and commitment to her patients and society. “The mind-set and commitment to take on big challenges is part of my training as a physician.” said the Baltimore-born native now based in King of Prussia. With her established record of achievement in medicine and business, Ilyas said she believes her practice is enormously rewarding because it has allowed her to apply her medical knowledge in a very personal way.

“My inclination toward fashion design was actually motivated more by my interest in art. For years I’ve sketched, faces primarily, which has assisted me in the aesthetic portion of my medical practice. That lead me to sketches of clothing and household designs. I started by modifying clothing to my own aesthetic, as well as simple things such as making Halloween costumes or throw pillows and blankets for my children and family,” said Ilyas.

“For me creating this clothing line is blending an aesthetic to functionality. This is in many ways the essence of what I do as a dermatologist — merging art and science in a practical way,” Ilyas added.

Ilyas is also making a commitment to incorporate a meaningful “sharing” component into the AmberNoon mission. A royalty donation program is being developed to benefit Dress For Success (dressforsuccess.org), an international not-for-profit organization that empowers women to achieve economic independence by providing a network of support, professional attire and the development tools to help women thrive in work and in life.

“Considering where I am in my professional and family life,” said Ilyas.”I think AmberNoon is the perfect outlet for me to apply my expertise and further build on a much needed concept – providing women with clothing that gives them more and also adapts to them without ever feeling out of place!”

For more information, visit ambernoon.com.