What is it? A plant of the genus Amaranthus, known for its brightly colored purple, red, or gold flowers. Certain species have been cultivated as a grain, which was a staple of the ancient Aztecs. The plant has also been used as a traditional red dye among the Hopi people of the American southwest. But perhaps the most charming meaning of the word amaranth is that of an imaginary flower that never fades. The inspiration for our amaranth print blouson in cotton voile, here we pay tribute to this hopeful plant.